Ahrefs Podcast How to Win in AI Search (Real Data, No Hype) | Ryan Law (Ahrefs)
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Oct 28, 2025 Ryan Law, Director of Content Marketing at Ahrefs, shares invaluable insights on the rapidly evolving landscape of AI search. He discusses the importance of data-driven strategies for Answer Engine Optimization (AEO) and the shift towards off-page SEO, emphasizing the role of brand mentions in AI visibility. Ryan outlines techniques for optimizing content that appeals to both AI and human readers, including avoiding common pitfalls like heavy JavaScript. He also highlights untapped data sources and provides a warning against spammy content practices.
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Three Ways To Influence AI Visibility
- LLM visibility is influenced by three levers: training data presence, RAG sources, and black-hat short-term hacks.
- Training-data influence is real but hard to control, so focus elsewhere.
Get Mentioned Widely Off-Site
- Do build off-site branded mentions because LLMs learn brand context from third-party text.
- Target high-citation domains like Reddit, G2, YouTube, and major publishers to raise mention volume.
Prioritize Page Types LLMs Cite
- Do prioritize page types LLMs prefer: informational guides, comparisons, core site pages, research, and videos.
- Update and create more of those page types to capture AI-driven referrals.
