How to Break Into AI Search with Andrew Holland
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Break Into AI Search and Master SEO's New Rules AI-powered search is rewriting the rules of visibility, authority, and brand discovery. In this live session, SEO expert Andrew Holland (SEO Director at JBH) breaks down how Google's AI Overviews and emerging generative search models are changing what it takes to rank and be chosen. You'll walk away with practical insights into what's shifting, why it matters, and how to adapt your SEO and digital PR strategies today to appear in AI-generated answers tomorrow. Why This Matters If your brand, or your client's brand, doesn't appear, or worse, isn't trusted by AI search tools like Google's AI Overviews and ChatGPT, you risk losing valuable visibility and customers. This session is a must for marketers, SEOs, and digital PR professionals who want to understand what's changing and how to adapt their strategies to stay visible in an AI-driven world.
How to Break Into AI Search with Andrew Holland
- 1. How to Break Into AI Search
- 2. Who is this guy? Learned SEO as Covert Police Detective Author of The Value of SEO Director of SEO at JBH The New SEO Metric that makes SEO 10 x more valuable Network Information: The Future of Link Building
- 3. Welcome to the new world of SEO…GEO
- 4. Welcome to the world of MUTUAL INFORMATION
- 5. The amount of information we supply related to our brand/clients will dictate how visible we are
- 6. Information entropy: The amount of information a message contains is directly related to its uncertainty.
- 7. “Nearly all applications of natural language understand, information processing and signal processing are related to the elimination of uncertainty” - Jun Wu
- 8. AI Search revolves around the elimination of uncertainty.
- 9. OK, but why does this work?
- 10. Embeddings
- 12. Word Embeddings in NLP is a technique where individual words are represented as real-valued vectors in a lower-dimensional space & captures inter-word semantics.
- 13. Each word is represented by a real-valued vector with tens or hundreds of dimensions.
- 14. And yes, this also means the words related to your brand
- 19. Links and words supply AI powered search engines with information
- 20. And Google uses multiple systems to understand authority
- 21. So how does a search engine measure authority?
- 22. Stage 1: Perform syntactic analysis on every pages main text.
- 23. Find all phrases on the topic.
- 24. Find descriptions of the information source.
- 25. This will provide you with: Mention Information Network Information: The Future of Link Building
- 26. Stage 2: Find a correlation between topic phrases & information sources.
- 27. Stage 3: Cluster topic phrases - These are phrases that have the same meaning.
- 28. Stage 4: Cluster the pages of a website according to subdomain or sub directory - Because not all are authoritative.
- 29. Garnish with a sprinkle of weighting mentions and iterative algorithms (such as page rank) and you have…
- 30. Authority built on mathematical models
- 31. AI powered search leverages search engines (because it’s easy)
- 32. So…how do we use this?
- 33. Our core weapon? Mutual Information.
- 34. To reduce ambiguity, mutual information quantifies the relationship between 2 random variables.
- 35. To increase visibility in AI search, regardless of platform is to reduce the ambiguity of your message.
- 36. And you do this through 3 ways
- 37. The 3 core methods On-page Brand Mentions (associated to what you do) Appearance on search
- 38. Focusing on these factors will help you to increase your visibility in LLMs
- 39. So, how to start?
- 40. Step 1: Identify your brands positioning
- 41. Who are your ideal customers and what do you offer them?
- 42. Step 2: Identify what key information you can supply to the network about your brand
- 43. E-E-A-T is a highly useful model for optimising for AI powered search
- 44. LLMs are looking for specific information that matches the search terms they have used
- 45. The inclusion and exclusion of data will make huge differences to visibility
- 46. Step 3: Identify what key information you can supply to the network about your brand
- 47. Maps Directories On-page Blogs Case Studies Citations PR Mentions Links Podcasts etc…
- 48. All roads lead to increasing Mention Information
- 49. Mention information is hard to cheat. And is a superb source of mutual information for search engines.
- 51. You need: Information. Network Information: The Future of Link Building
- 53. Brand Mentions are the Backlinks of AI search…Digital PR Gives You Both
- 54. Because Brand Mentions Reduce ambiguity
- 56. Be mentioned. Be the source. Be known Be talked about Be famous
- 57. The Secret Stuff
- 58. The Hidden Factors Stopping AI Search Visibility
- 60. Some easy mistakes are location, what you do and target customers
- 61. How to Increase Visibility in 24 Hours
- 62. Mention swaps
- 64. Business and brand positioning are the new keywords
- 65. An excellent copywriter trained on the principles of direct mail copy is worth their weight in gold
- 66. Why B2B employees could be the ‘new personal brand’
- 67. Employees with personal brands build mention information through podcasts, writing and general marketing
- 68. Personal brands carry with them added business value. In AI search a personal brand matters.
- 69. How to write content for AI discovery
- 70. How to write content for AI discovery
- 71. Why is GEO a must offer service and must master skill?
- 72. GEO is online business optimisation: the goal is to be part of ‘generative response that matter’.
- 73. The value of rankings will decrease the minute that AI mode is default.
- 74. This will make Panda, Penguin and the HCU updates like a day in the park.
- 75. A GEO service can offer copywriting, PR, off and on page optimisation and more.
- 76. Each deliverable is real and instant value. No more ‘buy now and rank later’.
- 77. Each deliverable is real and instant value. No more ‘buy now and rank later’.
- 78. GEO is how the SEO industry evolves.
- 80. Thank you for your time. Any questions? Andy Holland [email protected]