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The Future of SEO Is Human: How to Get AI to Recommend Your Brand

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AI is transforming search behavior, but it hasn’t changed what makes great marketing work: understanding people. Learn how prompting, intent, empathy, and trust shape what AI recommends and how to position your brand for visibility in an AI-powered landscape.

Available now: Learn how to keep your brand visible in AI-powered search.

Search is shifting fast. With AI Overviews, answer engines, and chat-based tools changing how people discover information, the question is no longer just "How do we rank?" It is "How do we get recommended?"

During the live session, nearly 40% of attendees said AI mentions are now part of how they define visibility, and 64% reported that improving content and SEO performance is their biggest challenge today. These shifts reflect what teams are feeling across industries: AI is forcing a new approach to understanding intent, structuring content, and building trust.

In this on-demand session, Andy Crestodina (Orbit Media Studios) and Jeff Coyle (Siteimprove and MarketMuse) explain how prompting differs from traditional search, how AI retrieves and evaluates information, and how human-first SEO helps brands show up in AI-driven summaries and recommendations.

What You’ll Learn

  • Prompting vs. Searching
    How longer, more descriptive prompts reveal buyer intent beyond what traditional keywords captured.
  • How AI Retrieves and Summarizes Content
    How AI Overviews, AI Mode, Perplexity, and ChatGPT interpret a prompt and run multiple searches before generating recommendations.
  • From Visibility to Recommendation
    Why AI gives opinions instead of lists and which signals influence whether your brand appears in its summaries.
  • How Trust, Proof, and Claims Influence AI
    How case studies, outcomes, credibility markers, and clear claims shape AI-generated outputs.
  • How to Train AI to Represent Your Brand
    How to make your differentiators scannable, ingestible, and consistent so AI can use them accurately.
  • Measuring What Matters
    How to evaluate performance in an AI-first world using meaningful indicators across SEO, content, and digital analytics.

Why Watch Now

AI doesn’t simply retrieve information. It interprets prompts, runs multiple behind-the-scenes searches, and synthesizes the results into recommendations. Most organizations are still early in adapting to this shift, and few have structured their content for the way AI now evaluates expertise, trust, and clarity. This session gives you a practical, human-centered framework for aligning your SEO and content strategy with how AI actually works today.

Speakers

Andy Crestodina, Co-Founder and Chief Marketing Officer, Orbit Media Studios

Andy Crestodina

Co-Founder / Chief Marketing Officer, Orbit Media Studios

Andy Crestodina is a co-founder and CMO of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 24 years, Andy’s provided guidance to 1000+ businesses. He’s written hundreds of articles on content strategy, SEO, GA4, AI and visitor psychology. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.

  • Top 10 Online Marketing Experts, Forbes
  • Top 50 Marketing Influencer, Entrepreneur Magazine
  • Top 25 Content Marketers, Express Writers/Buzzsumo
  • Top 10 Social Media Influencers, Social Media Explorer
Jeff Coyle, SVP, Head of Strategy at Siteimprove & Co-Founder of MarketMuse

Jeff Coyle

SVP, Head of Strategy at Siteimprove & Co-Founder of MarketMuse

Jeff is an AI content marketing expert with more than 25 years’ experience in the search industry. Before founding MarketMuse in 2015, he was a marketing consultant in Atlanta and led the Traffic, Search and Engagement team for seven years at TechTarget, a leader in B2B technology publishing and lead generation. Jeff frequently speaks at content marketing conferences including: ContentTECH, Marketing AI Conference, Content Marketing World, LavaCon, Content Marketing Conference and more. He earned a bachelor’s degree in computer science from the Georgia Institute of Technology.