#390 AI Search Is Rewriting SEO: What Leaders Need to Know

Check out my new book AI Augmented Teams on Amazon or on my website paidar.ai/books.AI search is rewriting SEO—and business leaders need a new playbook. Host Dr. Darren welcomes SEO strategist Leopold von Lee to unpack how AI search, Google Business Profile, media coverage, and social proof now shape visibility. They explore why authority is no longer just about backlinks, and what leaders must do to get found in an AI-driven search world. ## Key Takeaways - SEO is shifting from a page-level tactic to an ecosystem strategy shaped by authority, consistency, and trust. - AI search tools compare signals across websites, media mentions, reviews, social platforms, and local listings. - A strong website still matters, but it’s no longer enough on its own to win visibility. - Media coverage and third-party validation can significantly improve how AI systems evaluate your brand. - LinkedIn, YouTube, Facebook, TikTok, and Google Business Profile can all support AI visibility when used strategically. - Avoid spammy tactics, weak content, and client-side-heavy sites that bots may struggle to crawl and understand. ## Chapters - **00:00** Welcome to the show and today’s topic - **01:01** Leo’s backstory and career journey - **08:18** How SEO has changed in the age of AI search - **12:05** The three pillars of SEO: technical, content, and authority - **15:30** How AI compares signals beyond your website - **19:10** Building trust with media coverage and third-party mentions - **24:05** Why Google Business Profile is making a comeback - **27:40** Social media platforms that matter for AI visibility - **32:10** SEO mistakes and AI search traps to avoid - **37:20** Final takeaways on authority, trust, and visibility