SEO in the Age of AI: How to Train the LLMs to Recommend Your Brand

As users increasingly rely on tools like ChatGPT, Gemini, and Microsoft Copilot for business recommendations, SEO is undergoing a major transformation.

Inclusion in LLM-generated results is quickly becoming the defining factor for brand visibility- separating those who grow from those who disappear.

Today, SEO is no longer just about ranking on Google. It's about being understood by the systems that generate answers and suggestions. This shift demands a new focus on EEAT principles, structured data, and brand reputation, but it doesn't stop there.

In this session, attendees will discover how to build an SEO strategy that teaches language models to recognize, understand, and recommend their brand. The session will explore how to:

• Teach LLMs who a brand is and why it deserves to be recommended
• Optimize websites and content so they are machine-readable, structured, and reusable
• Apply schema markup and entity-based signals to improve Al comprehension
• Implement technical SEO strategies tailored for AI crawlers and indexers
• Align onsite optimization with the behavior and expectations of Al-driven user journeys
• Strengthen brand perception and online reputation to influence AI-generated answers
• Combine conversion-focused SEO with entity optimization to dominate both SERPs and summaries

Ideal for SEO professionals, marketers, and brands preparing for the next evolution of search, this session offers a clear, actionable roadmap to thrive in an Al-first search landscape-where LLMs decide who gets seen.

Transcript

1. SEO in the Age of AI: How to Train the LLMs to Recommend Your Brand Maryanna Franco https://brilliantseo.art/ https://maryannafranco.com/
2. Digital Marketing for 15+ years SEO for 12 + years Head of SEO, CMO and Entrepeneur Founder of BrilliantSEO About me Maryanna Franco
3. Changed my name: Mariana Maryanna MAGIC PRICES Maryanna Franco
4. Who am I? Maryanna Franco “I’m sorry, but my data training is until X and you are not in it.”
5. Maryanna Franco LLMs may Know: Who you are What you do And still not choose you. Today If you are not part of the answer, you don’t exist.
6. Search Changed Maryanna Franco From getting ranked in Google. To getting recommended in answers. Which page should rank? Which entity should be mentioned?
7. Maryanna Franco Today, 40% of all queries produce an AI generated reply
8. Maryanna Franco Google vs AI “ecommerce PPC agency” ecommerce agency Lever digital PPC Geeks OutSearch Impression Genie Goals Circus Brainlabs ...
9. Ranking is NOT Recommendation Maryanna Franco Who matches the query Who gets chosen VS (Search) (AI)
10. Maryanna Franco “Best CRM tools for small businesses” in Google Google: Articles Comparisons Forums
11. Maryanna Franco Hubspot Zoho Pipedrive Monday “Best CRM tools for small businesses” in Perplexity
12. Maryanna Franco Google ranks pages AI selects entities
13. You are filtered out before you are even compared Maryanna Franco All Known Entities ↓ Eligible Entities ↓ Selected Entities
14. Maryanna Franco “Best indoor plants for low light” in Google Google: RHS ecommerce stores (Patch Plants, Beards & Daisies) editorial (BBC Gardeners World)
15. Maryanna Franco Snake plant ZZ plant Peace lily “Best indoor plants for low light” in Perplexity Sources: Houseplant Prickleplant
16. Ambiguity vs Resolution Maryanna Franco AI often collapses commercial and editorial ecosystems into direct answers. Visibility is shrinking
17. Maryanna Franco You are competing for selection I THINK I AM A SPECIAL ONE.
18. Maryanna Franco How entities get selected The 4 selection Signals
19. 1.Clarity Maryanna Franco Are you identified as an entity?
20. Maryanna Franco Clarity how? 1.Clear definition 2.Consistent identity 3.Structured information (schema)
21. Maryanna Franco “Maryana Franco is an experienced SEO and GEO consultant with over 15 years working in Digital Marketing. She is the founder of BrilliantSEO, an SEO agency based in Slovenia with a focus on conversion- oriented SEO and optimization for AIs.” Good vs Bad Example Hi! I’m Maryanna and I dedicate my work to helping businesses get the attention they deserve! My career started a long time ago when I was just playing with a website and trying to create my own online shop. Eventually that turned into a business itself: helping companies build and optimize their own websites.
22. 2. Relevance Maryanna Franco Are you an expert on this topic?
23. Maryanna Franco Am I relevant? 1.Topic association 2.Content coverage 3.Context signals
24. 3. Credibility Maryanna Franco Do other sources confirm who you are?
25. Maryanna Franco Do they know? 1.Third-party mentions 2.Consistent corroboration 3.Recognized sources
26. 4.Extractability Maryanna Franco Can AIs generate an answer with your content?
27. Maryanna Franco Extract what? 1.Clear structure (HTML + NLP) 2.Direct answers 3.Reusable content
28. Maryanna Franco The 4 signals checklist Clarity Relevance Credibility Extractability Qualification Selection
29. Maryanna Franco Google vs AI “ecommerce PPC agency” ecommerce agency Lever digital PPC Geeks OutSearch Impression Genie Goals Circus Brainlabs ...
30. Recognition is NOT Recommendation Maryanna Franco What is [Brand]? What is the best [Brand] for X? vs
31. Maryanna Franco “What is” vs “Best of” What is [PPC Geeks]? Best ecommerce agencies in the UK
32. Maryanna Franco AI can describe your brand “What is [Brand]?" works You exist in the training data Recognition Recommendation AI suggests your brand "Best [Brand] for X?" works You pass the selection threshold
33. Closing the Gap Maryanna Franco From recognition to selection
34. Fix your entity Maryanna Franco Name consistency Schema markup, Clear About page
35. Build external confirmation Maryanna Franco Press, Podcasts, Industry mentions, Directories
36. Make your content extractable Maryanna Franco html Direct Answers Stand alone sections
37. Today’s challenge Maryanna Franco Who am I?
38. BRILLIANTSEO.ART Web HELLO@BRILLIANTSEO.ART Email Thank you! Thank you! Thank you!