I've been closely following the conversation around AI optimisation tools, particularly Brendan Hufford's recent analysis that's generating significant discussion in our industry.
As someone who's navigated the evolution of SEO for years, I see clear parallels:
Just as we once chased Google algorithm updates, we're now seeing companies rush to "optimise" for AI responses
Many are paying £2,000+ monthly for tools promising to measure and improve AI "rankings"
But the fundamental reality is different from traditional search
What stands out to me from my own testing:
AI responses are highly personalised and contextual - there's no universal "ranking" to optimise for.
The strongest predictor of brand mentions in AI responses? Genuine category association across the web.
The tools measuring AI "visibility" track metrics that can't be reliably influenced
As digital strategists, we should be guiding clients toward strategies that work:
✅ Creating legitimately valuable content that earns natural citations
✅ Building strategic partnerships that generate authentic mentions
✅ Developing unique POVS that people naturally reference
The best approach isn’t chasing a shiny new dashboard—it’s applying timeless marketing principles to new channels.
I've always played by Google's rules over the last twenty odd years, my approach is that AI optimisation isn't about gaming a system but being genuinely worth mentioning when your category comes up.
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