Contributors

Manoj Palanikumar
Manoj Palanikumar
Co-Founder @ TripleDart
Manoj Palanikumar
Manoj Palanikumar
Glenn
Organic Growth Manager @ TripleDart
Table of Content
Intro

SEO and AI - How to Adapt to the Future of Search in B2B

Intro

DESCRIPTION
Adapt your SEO strategy to the future of search with AI. Episode 10 of Coach by TripleDart dives into optimizing for LLMs, building AI-powered workflows, and positioning your brand for greater visibility in an AI-driven world.
CHANNEL
OBJECTIVE

Introduction

The search landscape is evolving rapidly as AI-powered tools reshape how users discover and consume information. 

SEO professionals need to adapt their strategies to remain visible in this new environment where large language models (LLMs) are becoming primary sources of information.

This guide explores how to optimize for LLMs and build AI-powered SEO workflows based on insights from Episode 10 of Coach By TripleDart, featuring Glenn Bona and Manoj P from TripleDart.

Why Optimizing for LLMs Matters

LLMs don't just read content like traditional search engines. They interpret meaning by analyzing how words and concepts relate to each other. They break down content into tokens (words, spaces, punctuation) and convert these into numerical representations mapped onto semantic space.

AI models like ChatGPT, Google's Gemini, and Perplexity measure proximity between topics to determine relationships. When someone asks Perplexity "Which fitness watch is the best in 2025," and it recommends Garmin, it's because of strong topical associations with fitness, running, performance, and health tracking.

The goal is to position your brand with strong topical associations for relevant visibility in AI-driven search results.

Five Ways to Optimize for Large Language Models

1. Build a Strong Digital PR Presence

Your brand must be strongly associated with key topics through authoritative mentions. PR campaigns help get your brand mentioned by trusted sources, creating topical associations that LLMs recognize.

Example: Garmin Venue 3 has over 9,000 mentions from sources like Wired and Android Authority. These mentions come from PR campaigns, press releases, paid sponsorships, and backlinks.

Action steps:

  • Track share of voice using tools like Ahrefs to measure topical relevance
  • Compare your mentions with competitors
  • Focus on getting cited by high-authority sources in your industry

2. Use Quotes, Statistics, and Citations

A recent AI study analyzing over 10,000 search queries found that content with quotes saw a 27.2% increase in LLM visibility, while statistics boosted visibility by 25.2%.

LLMs pull data from various sources and will likely reference the most commonly cited statistics and quotes. By strategically embedding these elements, you increase chances of being featured in AI-driven results.

Implementation:

  • Add expert quotes to your content
  • Include original research and statistics
  • Cite authoritative sources consistently
  • Use citations to build an authoritative tone

3. Prioritize Entity Research and Content Relevance

Traditional keyword research is evolving. Instead of focusing solely on monthly search volume, analyze how LLMs perceive your brand entities (names, places, products).

Tools to use:

  • Google's NLP API for entity recognition
  • Ask Perplexity AI or ChatGPT: "What topics is [your brand] authoritative in?"

Example: When asked about TripleDart's authority topics, Perplexity identified: B2B SaaS marketing, acquisition marketing, and growth strategy/revenue operations.

If there's a gap between where your brand is and where you want to be, create content to strengthen entity associations. Optimize for entity relationships using structured data markup like entity schema.

4. Claim Wikipedia Listings

Wikipedia is one of the most influential sources of training data for LLMs. Every major LLM includes Wikipedia in its training dataset, making it crucial for brand visibility in AI search results.

Requirements for Wikipedia pages:

  • Meet notability criteria through coverage in news articles, books, or academic papers
  • Maintain neutral, well-cited, non-promotional content
  • Gain coverage that builds the "notable" criteria beyond basic backlinks

Having a Wikipedia presence helps secure spots in Google's Knowledge Graph, further enhancing AI-driven visibility.

5. Invest in Reddit and User-Generated Content Platforms

Thanks to Google's partnership with Reddit, it has become a key training source for LLMs. Reddit provides access to vast libraries of user-generated content that reflect real conversations and emerging topics.

Strategy opportunities:

  • Participate actively in relevant discussions
  • Answer questions authentically in your expertise areas
  • Host AMAs (Ask Me Anything) sessions
  • Collaborate with Reddit influencers
  • Encourage authentic product discussions and comparisons

Use Ahrefs to monitor Reddit brand mentions over time and measure the impact of engagement strategies.

Google has shifted to entity-based indexing rather than keyword-based. New entities help topics evolve, and Google wants to stay ahead with up-to-date results. Reddit's real-time conversations provide fresh entity information.

SEO Fundamentals Still Matter

Don't ignore traditional SEO. A recent SearchEngine Interactive study found a strong correlation between high organic rankings and LLM mentions. Surprisingly, backlinks had a neutral effect on LLM visibility.

Focus areas:

  • Content quality and search intent matching
  • Technical SEO optimizations
  • Structured data (schema markup)
  • Relevance over rankings

Misconceptions About AI in SEO

Many SEOs think AI in SEO means producing more content at higher velocity with lower quality. This is wrong.

The reality is that AI can automate 75-80% of repetitive tasks, increasing productivity and execution speed while maintaining quality through human oversight.

Three Workflow Examples

Internal Linking Automation:

  • Old way: Manually search Google with site parameters to find linking opportunities (15-20 minutes per page)
  • AI way: Provide sitemap URL and target keywords via CSV, get automated interlinking suggestions

Backlink Audit:

  • Old way: Manually download and review backlink domains/URLs
  • AI way: Upload CSV of backlink domains, AI evaluates relevance and generates disavow list automatically

Content Brief Creation:

  • Old way: Manual research and brief writing
  • AI way: Automated brief generation with human quality check layer

Building AI Workflows: The Three-Step Process

1. Plan

  • Define each step clearly on a whiteboard
  • Identify data sources needed
  • Set expected outputs
  • Map the complete process before building

2. Build

  • Choose tools based on integration options (WordPress, Webflow, etc.)
  • Ensure your AI tool integrates with existing systems
  • Focus on platforms that connect with your current tech stack

3. Deploy

  • Always include a human quality check layer
  • Add guided strategy components
  • Implement review processes before the final output
  • Monitor and refine based on results

Quality Control

Human intervention remains crucial in AI workflows. Current AI tools are improving daily, but human quality checks ensure outputs match brand guidelines and expectations.

Case Study: Automated Case Study Creation

TripleDart built an internal workflow that transforms basic client information into complete case studies:

Inputs: Client name, services provided, challenges faced, outcomes, strategy 

Process: LLM creates case study → AI checker removes robotic language → Image integration → Google Doc output → Slack/Gmail notification

Result: Complete case studies ready for CMS deployment with minimal manual work.

Entity Schema Implementation

Entity schema helps search engines and LLMs understand page entities (people, places, things, concepts).

Simple implementation:

  1. Feed ChatGPT a URL for analysis
  2. Ask it to create entity schema for that page
  3. Get JSON code output
  4. Implement directly in CMS (WordPress, Shopify, Webflow)

This helps Google and LLMs understand which entities your content should be associated with.

Digital PR vs. Traditional Link Building

Traditional link building: Focused on domain authority and search rankings through guest posting, link insertions, and resource linking.

Digital PR: Brand building with SEO as byproduct. This positions the brand as an authority through high-quality mentions from top-tier media outlets.

Digital PR strategies:

  • Create newsworthy content
  • Conduct original surveys and case studies
  • Share data-driven insights with reporters
  • Provide expert quotes to major publications
  • Give reporters complete stories, not just pitches

Digital PR requires more creativity and time but offers greater payoff in authoritative source mentions.

Conclusion

SEO isn't dead—it's becoming more interesting and complex. The scope of SEO roles is expanding to include branding, digital PR, social media, forums, multi-format content, and LLM optimization.

Key success factors for 2025:

  • Embrace change and stay curious
  • Experiment with new tools and approaches
  • Focus on relevance over rankings
  • Implement human-in-loop AI workflows
  • Build authority through entity associations
  • Invest in digital PR for authoritative mentions

The opportunity is big for those willing to adapt!

Start with quality fundamentals, then layer in AI automation. Focus on building genuine authority and topical associations rather than gaming the system.