Wil Reynolds — Seen. Believed. Chosen. (MAICON 2026)
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[00:00:00] Howdy there, friends. Wil Reynolds here, and I'm recording this slide deck for you, uh, so that you have everything that I talked about, all the things, all the tools, everything in one single place, so we can think about the future of where this marketing and getting found in AI and what kind of workflows we should be doing.

All that's a lot of brain damage. So we went ahead, recorded this entire session. I will bounce out right now, but you will have the recording, the transcripts, and everything so that you can put the conversation that we're having and this presentation into your agents and into your skills to be like, "What might Wil think about my strategy?"

So let's rock and roll

All right, so we're gonna talk about AI optimization, but in a different context about being seen, believed, and chosen because I think what we've seen is that version one of how to show up in AI was full of a lot of spam[00:01:00] 

So we need a new checklist, not just to say that our marketing is being seen, but also are people believing and choosing our brands? For how many of you is Coors Light your favorite beer? It's not mine, but they can advertise and advertise and advertise and advertise their way into us seeing them, and I'm pretty much never gonna drink that stuff

Like never. Okay? So now I think this has to make us stop and think a little bit. We should stop and think. So wait, you can see a brand over and over again and still never choose it. And I think that this is the first crack in the armor, so to speak, of AI optimization, because all of our earliest KPIs is everyone was like, "Am I visible?

Am I visible? Am I visible?" And I think we're starting to realize that some of the short-term tactics that [00:02:00] made us visible never helped us to be credible. And the problem is, is in a Google world, if everyone searched on their phones in a large crowd, you could reasonably assume that 98% of them are gonna see your brand and your results in the same spot or in similar spots.

However, we've seen this with a study that Rand Fishkin did, um, where at one point it took him 1,429 unique times asking Claude the same prompt to get the same brands in the exact same order, 1,401. Versus, you know, that flips it on its head, whereas we're used to saying, "If I ask 1,400 people to Google something, I would expect 1,380 of them are gonna see me one or two positions differently, definitely all on the first page of Google."

Here's some of his research. I think you should go look at it. You know, it includes things like, um, like prompts like these that they ran over and over again to see like, [00:03:00] well, when did, when were people visible and not? And it's interesting because even if you were like a, a Bowers and Wilkins in this instance, you know, there's a chance that you showed up a quarter of the time.

But if your managers searched for it at the wrong time, then you looked like you weren't visible, right? And then they ask you, "Why are we not showing up?" And I think this kind of research is just really important right now. I think the other thing that we've really kind of messed m- messed up here is that visibility is not equal to believability.

You know, there's this sense of like, "I don't believe you," right? So let's go ahead and take a look at a

Example here of a prompt: I want to find a vacation rental in the Outer Banks. Super easy And then you see the answer here says, "I'm not just gonna point you to Airbnb." Ooh, that's interesting, right? Because this is the first instance of us seeing that being [00:04:00] visible can be a trap. You can be mentioned, but then anti-recommended, and then they can give a bunch of your competitors there instead when the AI is like, "I don't believe you."

And I think that we're not used to this, because we're used to inherently believing that if Google shows you in the results, then they're saying, "We think these are the best answers." Now with AI, they're putting brands into results and saying, "We're gonna mention your brand and tell people not to pick you."

So in the Google era, visible instantly equaled recommended. In the AI era, it is totally possible to be visible and not be recommended

And we have to remind everybody, this is super early innings. These things are changing at a pace that I haven't seen since the early 2000s when I first got involved in search. So anything that works today can flip on its head tomorrow and then come back three days later. And this [00:05:00] is why we have to stop playing AI visibility Whac-A-Mole.

You see, AltaVista basically won search version 1.0. Where are they now? And I'm telling you, my friends, we are in version 1.0 of AI visibility So version 1.0, just to share with you what it looks like as we move into 2.0, is if you put in a prompt seeking a reputable ge- generative engine optimization agency, we saw prompts like this: best, top, best, geo research, whatever it might be, right?

So it came up with these fan-outs, is what they're being called, where the prompt would then trigger a bunch of different searches. So then what ended up happening is what got rewarded? It got rewarded to just write top and best content, list your agency at the top of the list, and win. Your companies that, that popped up a day or two ago, it felt like companies that popped up a month ago would beat Seer, who has [00:06:00] 20-plus years of talking about SEO.

They could just beat us overnight with a listicle. And then we saw from, no matter where you went, you saw this strategy being done over and over again. So in version one, scaled content beat out brand building by a mile. But then what you start to see is that Google specifically is starting to penalize this kind of content in Google Search, which I think is a precursor for what will come in AI search And this to me is not the ride most marketers want to be on, because there's no way your CFO wants to have you deploying tactics that win, then losing, then redeploying tactics that win, then losing over and over again.

So the AI kind of got some revenge in version 2.0, okay? And now AI, more than ever, is starting to put names of people and brands they already believe help answer that prompt. That's a massive [00:07:00] change in our industry So now you gotta ask yourself, if I'm competing with a company that the AI is putting in the names of their thought leaders or their brand in all the searches it's going out to do, how the heck am I gonna outrank those brands for their own brand names and their own thought leaders?

That, my friends, is going to be tough So yes, the AI continues to get revenge. Sure, your short-term tactics work for a year or 18 months, but now they've basically found a way to keep that stuff from working. And I want to go back to, you know, SEO and why I think SEO is so different than generative engine optimization.

Banana Republic is able to rank on the first page of Google for the word ethical jeans, and this is the way that they've done it, and I've shown this for years now because it still is the [00:08:00] best example of what got rewarded in SEO versus what gets rewarded in generative engine optimization. And you can see here SEO plus the IT team.

So for Banana Republic, they were like, "Wait, if we can convince the IT team to put a block of text at the bottom of a template that allows us to insert automated internal links, then once they do that, the only team that we need after that is the SEO team." 'Cause they're just gonna shove pretty low-quality content, as you can see here, that can be auto-generated into the bottom, and we are going to get rankings for that and we're gonna win.

AI's like, "Nope." You can see here that they're saying they would not buy Banana Republic, and instead they would buy other brands that, that, that bring the receipts. And we've seen this as well. There's a research study that basically, um, saw that 69% of listicles cited by Google [00:09:00] actually left the company who put themselves at the top out of the recommendation.

So the AI's like, "We know what you're doing," right? So now all of a sudden you have to start to ask yourself, "Ooh, what's the new bar for co- quality content?" 'Cause it's not just listicle, myself at the top. It's not just the same words on the page over and over again. For me, it was humans. Am I producing content that humans pick up and share?

Because if I don't, get ready to buckle up because this is gonna be your experience. So the way that I'm tr- what I'm trying to leave you with here on the steam component is the best thing you can do, because I know we're all getting pressure from leadership, is to say, "I'm gonna take 10 prompts that my executives care about, and I'm gonna run them 20 times a month if I have to.

And then I'm gonna give them a percentage of time that I am visible so I can show them over time that, hey, one out of every X percent of times we don't show up." The Google world is over. [00:10:00] The idea that you're always gonna see yourself in the exact same position all the time, we have to show them it's not happening anymore.

But I think if you can show a manager that, hey, I'm running these same prompts, these same 10 prompts 20 times a month, if I show up this month for two out of 20, then hopefully next month I show up for three or four out of 20. And I think that... I'm starting to think the early ways that we can start to show momentum Because in SEO, you could show your client that you were up to position 50 from position 90, and they would say, "Okay, I'm seeing some momentum."

Everybody knew that that wasn't a win, but they also could see that there was momentum and that you hadn't stalled out. In generative engine optimization, it's just like, did I show up or not? And it's really hard to try to create those momentum metrics, and I think that's gonna be really important. Now let's move on to believed.

So now we've talked about how to get seen, how to be seen, you know, like what tactics don't work anymore and what tactics are starting to work, and I think the AI is getting really good [00:11:00] at saying, "We're gonna show the brands and make them seen when we believe they are good." And that's where that whole query fan-out thing is coming into place.

Let's go back to a few other statistics that came from one of Kevin Indig's studies, I believe, where he basically was saying, look, 74% of people in one of their studies took the shortlist that AI gave them of recommended brands straight up. Then 26% of people, when they saw this short list ranked, they did a re-ranking in their own head based on brands they knew.

So now, again, my friends, just being visible isn't enough. Now we're starting to talk about the believability component. If I see, if I have seen your brand in places, I am likely to re-rank the shortlist based on my experience with your brand. And I will tell you, nobody has experience with a listicle.

Those never get shared. No one ever goes on stage and talks about [00:12:00] listicles. Well, they do, but they don't work nearly as well as they used to. So that's the believe side. And then the chosen part that I thought was interesting in the study is that 80%, 81% of people chose a vendor from their shortlist. So the idea is it's gonna be more important than ever to get on these, like, AI-generated shortlists, because even though people say they don't trust AI, when you watch them, they do.

So now we're talking about believability. Well, people have been believing things about brands for years, and I feel like our brains are hardwired on how we believe things about brands. So in 2010, I was like, you know what? I looked at my own industry. This was when it was just SEO, and I said, "We're way too excited about showing up in Google and not excited enough about how to actually convince people when they get to these pages that we're a good answer."

So I started reading books that were written before the internet existed And that got my brain going. [00:13:00] How did people do marketing before the internet existed? How did they convince people before the internet existed? And that constantly led me to things like studies around human psychology and how our brains work.

And then that helped me to understand how brands work. You know, you think about the Michelin Guide. How many of you, when we're out at a conference, are thinking, "Ooh, Michelin restaurant. Maybe I should try that. Maybe I should try to book that restaurant." The brand of Michelin, who is a tire company, has been embedded in our brains as the best at restaurant reviews, which is crazy to think.

So then I started studying the great ads of our time And I just kept studying them and studying them. Now this one's super interesting. This ad is, was an attempt to get women to start to smoke. So, so tobacco companies had reached a plateau in terms of their growth, and at the time it was not acceptable for women to smoke.[00:14:00] 

So some ad person, I forget his name, I'll have to look it up, basically came up with this campaign, and what they did is they talked about women being suppressed, their freedom being suppressed, and they even did an ad, I believe, at the Macy's Day Parade of women carrying cigarettes like torches, like the Statue of Liberty in the Macy's Day Parade way back at a time where women couldn't smoke, and they rebranded them as freedom torches.

Cigarettes as freedom torches. Why? Because this ad person realized that women had been denied so many rights, and he wanted to position smoking as a right that women had been denied, and that unlocked a massive market for Lucky Strike that had plateaued because only men could smoke, so now you gotta go find new customers.

A horrible ad from an ethical [00:15:00] standpoint, but you've got to respect the fact that understanding how humans make decisions and how to connect to those decisions make the great campaigns of our day. Let's end on a higher note. You also have to be able to take, like Porsche has always been great at doing, taking the shortcomings of their brand and making them features, not bugs.

But once you start to read those things, it starts feeling like you're doing a little more hand-to-hand combat. You know, the believability component to me is all about what I call hand-to-hand combat. It grows your intuition. You sh- the more clients that you talk to, the more prospects that you talk to, the more transcripts that you review, the more you start to understand how people make decisions, and that I think is gonna make everyone in this room better marketers.

The AI version 1.0 was like, "Well, what do I believe? I believe whatever you tell me. If you say you're at the top of a list, I believe you," right? So why would I list Michelin only when I could also list ramp.com, who's made top restaurant [00:16:00] guides that they have now taken down, um, because these were garbage, right?

They didn't add to their brand. If anything, they detracted from their brand and made them look cheap So it just led to things like this, where people would put s- put themselves at the top of a list. Someone you'd never heard of would put themselves above all of the people that are truly leading in our industry.

So the newest version of AI, version 2.0, uses these fan-outs, and it's like, "Wait, I understand your industry already. I already have thoughts about your industry, so then I'm gonna choose when you first show up in my search, whether or not your name," which in the old AI, I would've just shown to customers or searchers.

I'm now gonna do some scrutiny on whether or not I believe that you are actually a leader in your industry. So the day of just SEO and IT buddying up and creating wins is over. Now, in order to create a win, you're gonna be- have to become a person that can convince all kinds of people around your organization to collaborate, because you're gonna need receipt [00:17:00] showing that you're truly a leader.

You can't just put it at the top of your page anymore. And now guess what? The AI is now starting to realize and label, "Hey, these companies that are making these pages are typically self-serving. I'm gonna go out and get someone I trust, AKA Capterra, to bring in the reviews and not those other people."

That's happening today. Look at this example back when it comes to the speakers list, where somebody had listed themselves at the very top. ChatGPT put speaking in air quotes. It's like, "Evan's speaking credentials." So it even threw shade at the recommendation that showed up. That is what I mean when the AI can reason through who all am I showing here, and are they truly credible?

If your strategy is getting hit in Google Organic, guess who's coming to dinner? This guy, right? If [00:18:00] you see, I think Google Organic is going to be one of the keys for you determining if your content strategy is likely to get hit by AI. And this freaking mother effer wants receipt. So now I want you to-- I wanna talk to you a little about the query fan out.

If I were to ask you to name a luxury hotel, think of it in your human brain Was it The Four Seasons or The Ritz Carlton, The St. Regis, or The W? Anybody pick one of those? Great. That's how humans think. Look at the AI when I did Chicago, right? It was, it was a bunch of ones that I don't know, right? But it also has The Four Seasons there.

That's a brand. Okay? Now, Google had Langham, right? It had London House Chicago. They just put the word luxury in their, in their title tag and won. And Swissotel, they just put luxury. So they-- So what happens here is, in a Google world, Google just trusts you. Once you get to a certain domain authority, Google trying to just trust you.

You wouldn't cheat and put luxury in your title tag if you weren't really [00:19:00] luxury, right? Uh, yes, people would. So when you look at these three different ones, what's most important is for you to realize that AI is much closer to the human brain than Google is. And AI is now with these fan-outs starting to put the brand names that it thinks are the right brands, and then it searches those brand names.

Okay? So if you're searching Seer Interactive for generative engine optimization research, you cannot compete with me for that. It has to be on my website. Now, my friends, this is where you might wanna start to think, how might I be able to pull out my fan-outs so I can start to make partnerships and content partnerships with the people that are already trusted in my industry?

Because AI, just like the human brain, when I said luxury properties, we have brands hardwired into our brains. So does AI. And now we've gotta actually convince the AI. Before we even get to being seen, believed, and chosen by humans, we [00:20:00] first have gotta be seen by the AI, and that's your crawler infrastructure.

But then we've gotta be believed by the AI, and that's your receipt. And then once we have the, once we have been crawled and we've got the receipts, then we hope to be chosen, which is that shortlist of brands that the AI is willing to show. And once we see that shortlist, seen for the human, we now know that most of us pick somebody on that shortlist.

So what does it look like to be seen but not believed? Well, when I showed you all the brands that were showing up, there was one brand I've been researching for a while that showed up as an answer. It is Animalz. Has anybody in here ever heard of Animalz? Have you heard of Seer Interactive? Have you heard of iPullRank?

Have you heard of Amsive? I think so. Are there brands here that you have not heard of? And one of them to me is Animalz. Ah, so that's how they got there. So what does that mean? That doesn't mean that query fan-out by itself is going [00:21:00] to rob everybody of visibility. But you can see that it's starting to put in brands it knows, and it's leaving less and less real estate for brands it doesn't.

So now all the listicle people are fighting for the one or two spots that are left, and I think it's just a matter of time before they also get pushed out. So you see how Animalz is seen, but nobody in this room believes or chooses them Not that we know of, hopefully. Um, because if you do, buckle up for the rollercoaster ride.

So if I were to ask you, this is a little risky for me, but if I were to ask you, name one unique thing about Seer. Is there anything you've heard about our brand that you're like, "Oh, I've heard this about these guys"? I'm not gonna take too much time, but if you can think about one unique thing you know about Seer, might it be the awards that we've won for great places to work?

Might it be that we launched an AI optimization academy for some interns, one of which got his research into Search Engine Land, which we'll talk about later. Maybe you had heard about our search church, where at one point in our, in our time, we had a [00:22:00] whole church that we could put on these massive events on in the search community.

And you might have heard that people like Alisa, who will be presenting at this conference as well, um, is on c- is on top podcasts in our space. So you look at these things, you're like, "Yeah, I've been seeing you guys around and hearing about you." All right, those are receipts. What about Animalz? Have you heard about them?

Have you seen them around? I didn't think so. So now I want you to take that same kind of concept and think like, what's a popular source for SEO news? You might think Search Engine Land. Look at my traffic from Search Engine Land. Somebody-- Some of the editors at Search Engine Land started believing that Seer Interactive had content that was worth mentioning at a level that was unprecedented in 2023 and 2024.

And the same thing with Ahrefs, the same thing with, uh, Semrush. Twenty-nine visits in 2023, 108-- 183 in 2025. So you have to start to hold yourself accountable to saying, "If I'm gonna talk about my leaders, how... And I need to be [00:23:00] believed, and I need to have receipts." You can look in your referral traffic to see if I were to ask people in my industry or my client's industry, what are the things that you read to be on top of your industry?

And if you don't get any traffic from those places, mm, good luck. Now, some of you might be thinking, "Will, are you out here bragging about 183 visits?" And that answer is a resounding yes, I am. Because as Scott Galloway said, "In a world of infinite content, people are gonna organize around curators." And guess who Semrush and Ahrefs and Search Engine Land are?

They are curators that people trust to filter out the chaos. So when you win by a curation, it isn't just about clicks, it's about your confidence in your ability as a marketer, right? My confidence goes up when a person's job is to look across all the posts that day, that week, that month, and choose to put Seer somewhere in their articles and posts.

They're a trusted source. I wanna piggyback off of that trust. [00:24:00] I am not trying to do those quick wins, guys. So there's some new KPIs we gotta think about. There's influential publications and influential people in our space that in the fan-outs we've already seen. We've seen my name, we've seen Lily Ray's name, we've seen Mike King's name.

Great. Those are influential people. We've seen the publications, Semrush, uh, Ahrefs, Search Engine Land, Search Engine Journal. And I like to use this tool called AlertMouse. It basically allows you to see who's mentioning your brand and what their domain rating is overall. I want more of these big cheeses, right?

Now, let's start to also think if Lily Ray is showing up as a thought leader in search results or i-in, in the fan-out, do the thought leaders in your industry like your content? AI believes these are our industry's thought leaders. What do they believe about Seer? What do they believe about our content?

Cyrus thinks our content is [00:25:00] good. Rand thinks our content is good. Lily Ray thinks our content is good. By the way, this post on g- generative engine optimization KPIs is something everybody in this room should read and just get their brain going and thinking. And whether it's Sani at No Hacks, if it's Rand Fishkin, who also recently shouted out, um, Alisa Scharf.

We saw, uh, Gianluca, uh, who's one of the long-tenured SEOs in our space, very popular person, recently shouted out Nick Haigler on our team. This is what you wanna start to see. The people who move your industry and are baked into the model and hardwired believe things about your brand. And Mike King, we're gonna have Wil back at SEO Week.

Great. Because you know what Mike King shows up in? A ton of query fan-outs. So these are the receipts that I'm talking about. All of us have gotta do an audit. Do we actually have the receipts to show up for the thing that we wanted? 'Cause if you're constantly finding loopholes, we've already shown you that you're gonna be on the rollercoaster ride.

What [00:26:00] marketing are you doing? What percentage of your marketing budget for AI is built around you being hardwired into AI's brain? For many of us, it's very little. So one thing I want you to do, let's get started on this. Start scraping thought leaders' content. So look in your Google Analytics for referral traffic.

Look in AlertMouse for mentions, which doesn't always drive referral traffic, but you wanna know, am I being mentioned in places that are trusted? Then you can also use a tool like PhantomBuster to scrape out LinkedIn and X posts from thought leaders. You can also do a slew of other things that those people might be on.

So you can find the podcasts that they're on. Are they mentioning my research? Are they mentioning my people? Are they mentioning my brand? That is gonna be your receipt that you need to take back to executives to say, "Hey, if nobody's talking about us anywhere, and these are the trusted sources in my industry at the fan-out..."

They're, like, in the brain, 'cause most of you have CEOs, they probably are like, they, they think about things in terms of luxury, right? [00:27:00] So you might be able to use this luxury hotel example to say to your manager, "Hey, you know those luxury hotels. How did you know those? Is that because they wrote a piece of content?

I didn't think so." Right? It's years and years of brand-building. All right, so now let's wrap this up, and let's start to get to the chosen component before I give you all of my awesome, uh, AI workflows and prompts. So, isn't it interesting that you can have a generic and a branded Advil sitting next to each other?

Or a generic ibuprofen. Sorry, you see what I just did there? They have the same ingredients. They have the same dosage. But yet their prices will be wildly differently. Isn't it interesting that we as humans will pick Advil? How many of you have Advil in your closets at home and not the generic

Now we've gotta stop and think. That's that part about studying human brains that's so important. Somehow brands create extra value [00:28:00] that's really hard for us to pinpoint. Well, I bet you Advil has. See, the value of being believed is so much greater than the value of a click, and I wanna share with you why I believe that.

Think about it. When I look at my believed content, right, it converts better. The content that people share and whatnot, it converts to newsletter signups better, so it has a higher conversion propensity. The next thing is I can use all those likers and all those folks that liked my stuff on X and LinkedIn, especially for me, I can then say, "Ooh, show me all the people who liked my content that work at a company like A or B for BD outreach," and I can slide in their DMs.

If I lose a client today in banking, I can just put a prompt in to say, "Hey, for the last two years, I've been scraping all of the people who have commented on my stuff. How many of them are VPs or higher at banking companies that have already [00:29:00] commented or liked what I've had to say?" You know how much easier that outreach is?

So to me, that also creates value. And then there's, like I've shown before, there's press relationships that we have, and also there's, there's a value in recruiting as well. But all that aside, let me show you the numbers. So you can look at all my sessions this year. You see how much better direct, which is human, social, which is human, and referral, all of those are curated sources.

Every one of them converts significantly better than organic search or AI search. Okay? So now I just drop in prompts like these, and I'm gonna ask you to start to build out internal analysis like this. Take each piece of content you've built How much of that content is winning on organic and AI, which is a proxy for human?

The trust of organic, I already showed you with the luxury hotel [00:30:00] example. Swissotel, not a luxury hotel, in my opinion, okay? Not, not, not drilled into my brain like the Four Seasons is. But yet they were able to outrank the Four Seasons. How good is organic traffic? Not as good, right? It's a proxy for what we already know are the brands that we know, right?

Then you've got AI, which is also a proxy for human trust. Referral and social to me, and direct, are much better signals of is that which pieces of content that I've built actually winning with people that are curating? That's that referral source, and that's also that social source. And the way to value it, I like to go to Semrush and say, "Look, generative engine optimization, how much are people willing to pay per click?"

At least I know that people are willing to pay a certain amount of money per click. And then I'll say, "All right, what's the value given the conversion propensity of AI and SEO per click?" All my different pieces of content. And then I go, "But wait, [00:31:00] I get to recruit, I get to slide in DMs, I get to get, uh, higher conversions from social shares."

So what happens when the content value is human? When I add in all those human components for all my different posts, maybe I get a slightly different value. And what I ultimately found out, and if someone wants to challenge me on that, I'm literally showing you how much better organic social performs just on newsletter signups than organic search So like that's a 6X higher conversion likelihood.

That's why I'm valuing the human visit so much higher than the algorithmic visit And then there's that whole confidence thing. When I win organic social, I feel more confident about my marketing. I think you've just seen that somebody can put the word luxury in a title tag or put themselves at the top of a list and win an organic search in AI, right?

So as you can see here, I get 3X the value from content that [00:32:00] people actually want to share and engage with. So on the left-hand side, I added up the value of all that algorithmic content, all the content that wins for algorithms mostly, and then I took the content that wins for humans and algorithms and realized that I'm getting 3X the value.

But if you're only reporting on AI visibility and you're writing tremendously great content, you are going to be undervaluing yourself. So if a... Let's just say, let's go back. If a click is $9 to buy in Google, you cut that number in half because there's always gonna be somebody who challenges you on it.

So let's just say it's five bucks. You're going, "But," so each click is worth $5 from an algorithmic source, SEO and AI. But if I got a 6X conversion propensity on social traffic, why don't I, why don't I value that social click at 20 or 30 bucks per click? Because it's also bringing along trust, and I have found ways to get [00:33:00] so much value out of each social share that I get to get additional value from it.

All right. So now you should be asking yourself, "What percentage of my fan-outs carry my brand in them?" Right? That's the metric I want you to start to think about when you're starting to be believed and chosen. Now I wanna end with some loops that'll show you some prompts. So if y- remember, I've recorded the whole thing.

You do not need to take pictures of these. But if you're like, "Dude, I wanna take a picture of this," put that into Claude right now, which Francis did, uh, one of our coworkers who's here. He takes pictures of, of slide decks and just tells Claude instantly, like, "How would this affect my current strategy?" So all right.

Before I show you, I know everybody's excited to see them, um, you see this traffic spike right here? It came off of one of these loops. This is all my social traffic by day. "Will, how did you get that much social traffic from one post?" I'm gonna show you exactly how I did it. What you wanna do is take your transcripts, okay, all your sales calls, [00:34:00] and process them to find out what is growing quarter over quarter.

What themes are we seeing that weren't there last quarter that are there this quarter? Then you wanna kick off a crawl of your website. If you have an AI to do it, great. There's a bunch of tools that can do that. Um, you kick off the site crawl, and then you go through Google Drive looking for all your BD materials, and then you run this prompt on it.

"What words or concerns are showing up in sales calls that are not in my sales materials or on my website?" And then you go produce better content. That is how I got that spike It literally is the generative engine optimization KPIs post. It blew up because I realized the biggest source of frustration for every single prospect calling us was how do I track the value?

Next thing, take those transcripts, look at your prompt tracker and look at your paid search data and you can do this. Drop this prompt. What words are my customers using in paid search that are not being tracked in my prompts? And how much am I spending on [00:35:00] or converting on those themes? I can't show it to you, but I will tell you, I found my client-- one of my clients was spending $150,000 a year on a topic area in paid that was driving real conversions for them.

My team was tracking one prompt for that theme. This is the kind of work where you can start to align across divisions and organizations. Next group, take this loop. Take your keyword ranking, take AlertMouse, and take your citations. Let's watch what happens. So from, from your generative engine optimization tracker or your AI visibility tracker, and ask this: What keywords am I ranking well for in SEO and geo?

So it's your organic rankings and your AI visibility report where I have little evidence that I'm truly a leader in that space. That is AlertMouse. You have no receipts. You can run the receipts at scale. [00:36:00] Analytics. Take your analytics data, take your site crawl data, fill in this prompt. What is similar about the high-traffic content I produce that gets little direct referral or social traffic?

Guess what we have there. That means that we've got content that is working well in proxies for humans that are failing with actual humans. If you want to, you could connect an Ahrefs or Semrush MCP to that, find out what the cost per click of those different themes are, and then say, "If I leveled up my content to be something that people actually engaged with using Will's 6X metric on social shares alone, what would the value be?"

Oh, I should have... Hmm, I'm thinking of that live. I should have put that in my slide deck. Maybe I will. All right. And then you've got your transcripts. Then you should look at your reporting for your clients, and you want Google RSS feeds. When you put that loop together, you can drop this prompt. What has Google announced [00:37:00] based on my client calls and my client performance?

So now you're taking the transcript from your client calls, you're taking the RSS feeds from all of Google's official sites, and, and you're taking your client performance and saying which of these announcements solves or threat-- either are a solve or a threat to how we are working with them. And my friends, that is the beginning of the set of loops that I think you can drop that just might have a chance to help you to get hardwired, not just with the AI, but also with humans.

And that will give all of you more confidence in yourselves as marketers