FoundConf Lily Ray.pdf
本地来源：seo-llm/raw/seo知识库/TXT整理/PPT/John喜欢和引用的那些海外演讲嘉宾PPTs/FoundConf-Lily Ray.pdf.txt
The State of SEO Lily Ray & AI Search by OCTOBER 2025 Lily Ray VP, SEO STRATEGY & RESEARCH This is what it has felt like to stay on top of SEO & AI search trends this year AI AUTOMATIONS PROMPT ENGINEERING SEMANTIC TRIPLES TOKEN EFFICIENCY LLMS.TXT COSINE SIMILARITY AGENTIC WORKFLOWS CHUNKING CONTENT QUERY FAN-OUT NAMED ENTITY RECOGNITION VECTOR EMBEDDINGS GEO, AEO, LLMO RETRIEVALAUGMENTED GENERATION Who else has felt like this, at least once this year? HOW MUCH HAS TRULY CHANGED WITH AI SEARCH, AND WHAT ARE THE MOST IMPORTANT DEVELOPMENTS? AI SEARCH IS EXPLODING 489M unique monthly web users on ChatGPT CHATGPT IS 65% OF (worldwide) THE OVERALL LLM MARKET SHARE • ChatGPT download growth is slowing • Usage is stagnating – average time spent per day dropped by 22.5% since July (U.S>) • GPT-5 failed to impress • Increasing concerns about hallucinations LLM APP DOWNLOADS (WORLDWIDE) KEEP AN EYE ON GEMINI GEMINI REACHES #1 APP IN U.S. APP STORE NEW DEVELOPMENTS IN GOOGLE SEARCH LIZ REID INTERVIEWS: • Overall click volume and revenue is stable year-over-year in Google Search • Average click quality has increased • Overall search queries are growing • Google sends ‘slightly more quality clicks’ than last year • AI doesn’t replace search; it augments and reinvents search - LIZ REID, VP & HEAD OF SEARCH, GOOGLE ROBBY STEIN INTERVIEW: • The “vastness of search is underappreciated” • Core Google Search isn’t really changing • AI is expansionary – more and more questions are being asked with AI • AI Mode represents a new layer of search – it acts as a “brain” that uses Google for you - ROBBY STEIN, VP, PRODUCT, GOOGLE SEARCH WE STILL DON’T KNOW IF OR WHEN GOOGLE AI MODE WILL BECOME THE DEFAULT SEARCH EXPERIENCE BUT GOOGLE IS HEAVILY PROMOTING AI MODE & AI FEATURES AI MODE MOVING TO CHROME ADDRESS BAR GOOGLE INTRODUCES WEB GUIDE • Combines traditional search with AI features and tries to understand intent • Could this be a clue about the future of AI Mode? AI IS EVERYWHERE ON GOOGLE… EVEN COMING FOR GOOGLE DISCOVER & YOUR META DESCRIPTIONS H/T PAUL SHAPIRO h/tTheVerge h/tPaulShapiro AGENTIC AI MODE (GOOGLE AI ULTRA SUBSCRIBERS) • Books restaurant reservations, local service appointments and event tickets • Powered by Project Mariner • (AI browser agent) SEARCH LIVE (AVAILABLE IN US) SEO METRICS ARE EVOLVING QUICKLY. AND AI PRESENTS SOME NEW THREATS TO SEARCH. AI Overviews are leading to declining organic clicks GOOGLE HAS CHANGED THE RANK TRACKING GAME Num=100 parameter disabled Limited rank tracking visibility for positions 20100 Crawl to Visit Ratio (Cloudflare) AI CRAWLERS ARE DISPROPORTIONATELY CRAWLING SITES VS. SENDING TRAFFIC Service Jan Feb Mar Apr May Jun Jul Average % Change Jan-Jul Anthropic 286930.1 271748.2 121612.7 130330.2 114313 71282.8 38065.7 147754.7 -86.7 OpenAI 1217.4 1774.5 2217 1200 995.6 1655.9 1091.4 1437.8 -10.4 Perplexity 54.6 55.3 201.3 300.9 199.1 200.6 194.8 172.4 256.7 Microsoft 38.5 44.2 42.3 43.3 45.1 42 40.7 42.3 5.7 Yandex 15.5 13.1 13.1 15.7 14.7 15.9 21.4 15.6 38.3 Google 3.8 6.3 14.6 22.5 16.7 13.1 5.4 11.8 43 ByteDance 18 16.4 3.5 2.3 1.6 1.6 0.9 6.3 -95 Baidu 0.6 0.7 0.8 1.5 1.2 1 0.9 1 44.5 DuckDuckGo 0.1 0.2 0.2 0.2 0.3 0.3 0.3 0.2 116.3 (FROM CLOUDFARE RADAR’S DATA) – H/T GLENN GABE AI AUTOMATIONS & WORKFLOWS Now your entire SEO workflow can be automated… apparently? PRESSURE AND CONFUSION FROM THE MEDIA & C-SUITE Let’s be clear: AI Search (AEO) is real and it matters But be skeptical of popular advice that 'SEO is dead' THE REALITY SEO SO MUCH OVERLAP AEO RAG: TRADITIONAL SEARCH POWERS AI SEARCH GOOGLE RESEARCH GPT-5 IS EVEN MORE RELIANT ON SEARCH “Without grounding, this model is virtually useless. It’s designed to be the brain on top of tools and information it’s provided with. This means SEO has never been more relevant than now.” - Dan Petrovich (Dejan) AEO/GEO TACTICS: vs Fact Fiction THE CLAIM Without GEO/AEO, your website will be invisible in AI search. MY NEW ARTICLES APPEAR IN AI SEARCH A FEW HOURS AFTER PUBLISHING MY TEAMMATE WILL’S RECENT ARTICLE ALSO APPEARED IN ALL LLMS WITHIN A FEW DAYS (AND STILL APPEAR) OPENAI USES SERPAPI & CHATGPT ATLAS BROWSER USES GOOGLE NEW CHATGPT ATLAS BROWSER USES GOOGLE USES GOOGLE SEARCH Google confirms “good SEO is good GEO” DEBUNKING GEO MYTHS THE CLAIM: Google is dead. Now everyone starts their search on ChatGPT. AI SEARCH IS EXPLODING... BUT LET’S NOT FORGET GOOGLE. Google search still sees almost 6x more unique monthly web visitors than ChatGPT (Similarweb data) DRILLING DOWN TO “SEARCH-LIKE” PROMPTS Google still receives ~210x more searches than ChatGPT daily (search-like prompts) - Rand Fishkin, Sparktoro AI SEARCH IS STILL UNDER 1% OF TRAFFIC - GLENN GABE 95% OF CHATGPT USERS ALSO USE GOOGLE AI SEARCH LEADS TO ORGANIC SEARCHES WHILE THERE IS SIGNIFICANT OVERLAP, USERS OFTEN USE SEARCH ENGINES & LLMS IN DIFFERENT WAYS. REMEMBER: AI SEARCH IS EXPANSIONARY. LLMS SEARCH Creative writing Fact-checking & research Homework help Looking up images and videos Brainstorming Navigating to websites Learning a language Online shopping Coding Finding music & lyrics Personal Assistant Maps & directions Therapy & companionship Local business information Summarizing documents Breaking news & real-time information Writing emails & cover letters Live sports scores Personalized recommendations Browse products, services, real estate Image generation Site: search GOOGLE CONFIRMS THIS: • LLMs and search exist together (users go to Google for fact-checking) • AI allows searchers to ask longer questions • Focus on unique perspectives THE CLAIM Query fan-out revolutionizes our approach to writing good content. QUERY FAN-OUT 1 search runs multiple searches simultaneously, anticipating the next questions the user might ask BEST SEO TOOLS BEST SEO TOOLS FOR ENTERPRISE BRANDS WHICH SEO TOOLS ARE BEST FOR WEBSITE CRAWLING WHICH SEO TOOLS HAVE LLM TRACKING SEO TOOLS FOR LOCAL BUSINESSES BEST FREE SEO TOOLS 2025 QUERY FAN-OUT: NEW NAME FOR EXISTING SEO PROCESS? QUERY FAN-OUT REPORT IN DEMANDSPHERE: TWO FREE QUERY FAN-OUT SIMULATORS: HTTPS://AICOVERAGE.LOCOMOTIVE.AGENCY/ HTTPS://QUERYFANOUT.AI ADD REFRENCE CONTENT TO NOTEBOOK LM; USE THIS PROMPT TO GENERATE (SIMULATED) FAN-OUT QUERIES THE CLAIM Content creation can be fully automated by AI, and it will rank and be cited just fine. MOST PURE AI-GENERATED CONTENT CASE STUDIES EVENTUALLY LOOK LIKE THIS: AI OVERVIEWS & AI MODE ARE AFFECTED BY GOOGLE CORE UPDATES, SO BE CAREFUL AI CONTENT IS… DANGEROUS FOR SEARCH (GRAPHITE) “URLs with minimal to no AI content dominate the search results for the first 20 positions.” - Graphite WHAT HAS CHANGED? AND WHAT TO DO NEXT? SEO SO MUCH OVERLAP AEO NEW METRICS BRANDED IMPRESSIONS SHARE OF VOICE IN AI SEARCH DIRECT/ORGANIC CLICKS TO HOMEPAGE AI SEARCH VISIBILITY BY TOPIC TRAFFIC, ENGAGEMENT & CONVERSIONS FROM AI SEARCH REFERRALS AI SEARCH VISIBILITY BY LLM MONITOR BRAND MENTIONS & COMPETITOR MENTIONS Owned vs. Earned vs. Social OWNED YOUR WEBSITE & OWNED ASSETS EARNED 3RD-PARTY MENTIONS OF YOUR BRAND SOCIAL YOUR BRAND’S SOCIAL ACCOUNTS GROW THE “OWNED” CATEGORY Footer Text Test Add important facts & statistics H/T WIL REYNOLDS @ SEER THE IMPORTANCE OF ANSWERING & REINFORCING ALL BRANDED QUESTIONS AI SEARCH IS A NEW FORM OF E-E-A-T & REPUTATION MANAGEMENT PROACTIVELY ANSWER ALL POSSIBLE QUESTIONS A USER MIGHT HAVE ABOUT YOUR BRAND USING CONCISE, CLEAR LANGUAGE. VISIT OUR BRANDED QUESTION CHECKLIST BUILD & ENHANCE PAGES FOR E-E-A-T & AI SEARCH VISIBILITY Consider Personalization AS LLMS BECOME INCREASINGLY PERSONALIZED, SO SHOULD YOUR CONTENT TRANSLATED & REGIONALLY APPROPRIATE CONTENT TARGET CONTENT TO SPECIFIC AUDIENCES SPEAK TO SPECIFIC DEMOGRAPHIC PAIN POINTS FAQ, Q&A, UGC EXPAND CONTENT WITH AUTHENTIC, HONEST ANSWERS TO COMMON QUESTIONS MONITOR TOP CITED DOMAINS & PAGES These fuel LLM responses. Monitor Top Landing Pages from AI Search for Any Site REVERSE-ENGINEER TOP CITED PAGES IN LLM RESPONSES ChatGPT citations often include pages affected by Google algorithm updates USE BRAND & PRODUCT SENTIMENT ANALYSIS AS “SOCIAL LISTENING” FOR AI SEARCH Collaborate with social & PR teams MONITOR BRAND SENTIMENT FOR OPPORTUNITIES TO IMPROVE REPUTATION AND QUALITY OF OFFERINGS DIGITAL PR HAS BECOME MUCH MORE IMPORTANT Get mentioned on top cited URLs in your niche LLM DEALS WITH PUBLISHERS Many of the most cited sites in ChatGPT have deals with OpenAI SET UP ANALYTICS, ASK YOUR CUSTOMERS WHERE THEY FOUND YOU BRANDED IMPRESSION MONITORING IN GSC Set up regex filter for brand name + misspellings; exclude common words like “evaluate” from LLM trackers SEPT 24 - AUG 25, WORLDWIDE github.com 5% microsoftonline.com 8% reddit.com 8% wikipedia.org 8% nih.gov 5% live.com 4%microsoft.com 4% instagram.com 3% bing.com 3% amazon.com 3% canva.com 3% researchgate.net 3% linkedin.com 3% indeed.com 2% yahoo.com facebook.com 8% x.ai 2% youtube.com 24% 2% Sites Receiving the Most Traffic from AI Search (Worldwide) THE REALITY: AI Search is Heavily Influenced by Wikipedia, Reddit and YouTube REDDIT CITATIONS IN CHATGPT ARE DROPPING FAST (1 MONTH AGO) USING YOUTUBE FOR PROVIDING INFORMATIONAL CONTENT LEVERAGE YOUTUBE FOR EDUCATIONAL VIDEOS H.T. ETHAN SMITH, GRAPHITE h/t Ethan Smith, Graphite h/t Ethan Smith @ Graphite LOG FILE ANALYSIS Monitor your most visited pages by LLMs and focus on UX & conversion rate optimization LLM CITATIONS ARE HIGHLY VOLATILE (BY DESIGN): KEEP CONTENT UPDATED • Freshness prioritized • Personalized information • Rotating sources • Non-deterministic results • Frequent retraining BE CAREFUL WITH INACCURACIES & HALLUCINATIONS IN AI RESPONSES KEEP TABS ON AGENTIC UPDATES IN CHATGPT & OTHER LLMS Agentic browsing & commerce Chat with apps in ChatGPT AgentKit – tools for building agents TAKEAWAYS TAKEAWAYS • SEO fundamentals drive AI visibility • (content optimization, unique/original Take ownership of the AI Search data provided by LLM tracking tools content, website architecture, technical SEO & performance optimization, E-E-A-T) • Collaborate with social media & PR teams (YouTube, Reddit, Facebook, review sites) to • Update KPIs and set up LLM tracking & analytics to understand AI search impact • Answer all branded questions (owned assets) with clear, detailed facts & data generate more AI search visibility THANK YOU @lilyraynyc
本文档为站内渲染。原始文件本地路径：saas/source/seo-llm/raw-seo知识库-TXT整理-PPT-John喜欢和引用的那些海外演讲嘉宾PPTs-FoundConf-Lily-R-8187cd.txt（仅本地保留，不入库不部署）