SEO in the Age of AI: What Still Works and What Doesn't With Tim Soulo [Ep.203]

Everyone is rushing to "optimize for AI." Most are doing it
wrong.


In this episode, Tim Soulo, the Chief Marketing Officer at
Ahrefs, cuts through the noise around AEO and GEO and explains
why business owners are massively overcomplicating what
visibility really means today.
While AI-powered search feels new and
unpredictable, Tim argues that the same core SEO principles still
apply. Create genuinely useful content for your audience, and the
algorithms tend to follow.


We dive into how traditional SEO compares to AEO and GEO,
and where AI actually changes the game. Tim breaks down how large
language models decide what to surface and answers a question
many founders are asking right now: how much should you
realistically invest in boosting AI visibility before the returns
flatten out?


Tim explains why creating content purely for AI is a
mistake, and how updating existing content, improving clarity,
and leveraging social media can increase AI visibility without
risking long-term trust. He also challenges the idea that SEO has
to be slow, showing how AI can help businesses move faster when
used correctly.


If you want a practical, hype-free take on AI and SEO, this
episode delivers.
Topics Discussed in this episode:


How traditional SEO compares to AEO and GEO
(03:44)


Overcoming the pitfalls of AI overviews (06:44)


Understanding LLM algorithms (09:42)


Analysing how well you rank in ChatGPT (12:46)


How much should you invest in boosting your visibility?
(19:33)


Creating content for people, not for AI (25:34)


Using social media to improve your AI visibility
(27:34)


How to update your existing content to make it more
AI-friendly (30:02)


Using AI to help you rank faster (38:47)


Will traditional SEO remain relevant or fade away?
(42:51)

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