A quick rundown of the workshop with David Ly Khim from the agency Omniscient Digital on “Outranking Your Competitors in AI Search”

David broke down how the world of SEO is changing with the rise of AI search (what some are calling GEO or AEO) and what you can actually do about it.

The Big Picture: There’s a “Vibe Shift” in Search

• What worked in 2018 isn’t working now. The game has changed.
• We’re seeing a “decoupling” where search impressions are going up, but clicks are dropping because of AI overviews giving people answers directly in the results.
• Traffic from Large Language Models (LLMs) like ChatGPT, Gemini, etc., is still a small piece of the pie (around 1-2% for most companies) but it’s growing.

Key Insight: Leads coming from LLMs tend to have a higher conversion rate. The hypothesis is that these users have already done a ton of research within the AI tool and have a higher intent by the time they click through to your site.

How to Measure AI Search Performance

• David suggests a simple model to track your impact:
  • Visibility: How often do you appear for your key prompts? David recommends using a tool like Peek.ai to track this.
  • Presentation: How are you being described? Is the AI positioning your brand the way you want it to?
  • Referral Traffic: Are people clicking through to your site from the LLMs?
  • Conversions & Revenue: Is this traffic actually turning into pipeline and revenue?

Actionable Tip: Add a simple, open-text field to your contact forms asking, “How did you find out about us?” This self-reported attribution is gold because last-touch attribution often misses the true origin. You can even ask prospects on sales calls what prompts they used!

How to Actually Get Featured in AI Search

• There are two main ways to increase your visibility:
  1. Be the Source: Create the primary content that LLMs cite directly.
  2. Be Included in the Source: Get your brand mentioned on other pages (like listicles and reviews) that LLMs are already citing.
• Content That Works:
  • Good old-fashioned SEO is still the foundation. Good GEO is rooted in good SEO, as LLMs often use Google’s top search results to inform their answers.
  • Listicles & Comparisons are still very much alive and are heavily used by AI to generate recommendations. If you don’t write your own comparisons, your competitors will control the narrative.
  • Persona/Use-Case Pages are becoming more important. People use very specific prompts (e.g., “best learning management system for hospitality companies”), so you need content that speaks directly to those specific needs.
• The Ultimate Strategy: Build a Brand Worth Mentioning
  • Outreach tactics are short-term boosters, but they can’t overcome a bad product or a brand nobody likes.
  • The long-term play is to have a great product, clear messaging, and a strong brand that people organically want to talk about and recommend. If real people aren’t recommending you, eventually, the AI models won’t either.

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Contact Info:

• Website: beomniscient.com
• LinkedIn: David Ly Khim