Lily Ray breaks down why current SEO hacks—like self-promotional listicles, prompt-injection widgets, and scaled comparison pages—are short-lived and likely to trigger a Google crackdown. She argues E-E-A-T is a nuanced, long-term framework, not a checklist, and warns that original data and genuine expertise remain the only durable advantage.

Analysis of anonymized AI chat data shows that when platforms like ChatGPT or Gemini actively recommend your brand, new users become roughly twice as likely to search you, visit your site, or view your products compared to mere mentions. The lift varies by platform, placement, and framing, with “best” or first-listed recommendations driving the highest follow-up intent.

Kevin Indig, who advises Airbnb, Shopify, Reddit, and G2, hosts a 60-minute live session to reveal what actually works in SEO and AI search. He’ll cover whether SEO is still worth it, how startups can beat incumbents in AI search, top moves for small teams, and if AEO services or ChatGPT can deliver results. The session is on July 1; everyone who registers gets the recording.