The SEO landscape is evolving at a breakneck pace, driven by the rise of artificial intelligence (AI) and large language models (LLMs) like ChatGPT and Perplexity. Traditional search optimization is no longer enough - brands must rethink their strategies to remain visible and competitive in this rapidly changing digital ecosystem.
In a deep conversation with Courtney Messerly, Director of SEO and AI Strategy at a brand incubator in West Hollywood, we explored how AI is reshaping SEO and what marketers need to do to stay ahead. Messerly’s experience spans from working with e-commerce giants to managing niche beauty and wellness brands, giving her a unique perspective on this transformation. This article distills her insights into actionable takeaways for marketers and business owners who want to future-proof their SEO strategies.
The New SEO Landscape: How AI and LLMs Are Changing the Game
Why AI is Transforming SEO
AI-powered search has fundamentally altered how users search and how information is retrieved online. Tools like ChatGPT and Perplexity now enable users to pose conversational prompts rather than traditional keyword-based queries. For Messerly, this shift represents both a challenge and an opportunity.
"I've always viewed prompts as a type of query", she explains, noting how user behavior is evolving. Many are using AI tools not just to find answers but to conduct in-depth research, such as skincare routines or top product recommendations. This shift creates opportunities for brands to position themselves as authoritative sources - provided they adapt.
The Changing Role of Brand Visibility
When it comes to LLMs, visibility isn’t just about ranking in traditional search engines anymore. Messerly emphasizes the importance of "owning your brand narrative." Whether users are interacting with Google, ChatGPT, or a niche platform like Perplexity, brands need to ensure consistent messaging across all touchpoints.
"Even if an LLM doesn’t link to your site directly, having your brand mentioned builds authority", she notes. Messerly believes the emphasis should be on creating high-quality, authoritative content that aligns with user intent, whether informational or transactional.
How to Optimize for AI-Powered Search
1. Understand User Intent in a Multi-Channel World
The modern consumer journey is increasingly complex, spanning everything from Google to AI-powered tools, social media, and even offline interactions. Messerly recommends thinking beyond traditional keyword strategies and focusing on user intent. "For example, in the skincare vertical, people might search for a routine for dry skin. This blends informational and transactional intent", she explains.
To succeed, brands need to:
- Identify where their audience searches (Google, ChatGPT, social media, etc.).
- Create content that addresses both informational and transactional needs.
- Ensure their brand is discoverable across multiple platforms and mediums.
2. Leverage FAQs and Topic Clusters
Simple adjustments to your website can yield significant results when optimizing for LLMs. Messerly highlights the power of FAQs, noting that they provide concise answers to user queries while reinforcing authority. She also recommends analyzing related topics and queries suggested by tools like Perplexity, which can guide content creation.
Key steps:
- Add targeted FAQs to high-performing blog posts and product pages.
- Use LLMs to identify related topics and build comprehensive topic clusters.
- Regularly audit homepages and about pages, ensuring they reflect your most critical messaging.
3. Focus on Digital Reputation and Off-Page Signals
AI tools often rely on third-party reviews, citations, and external content to generate answers. For example, Messerly discovered that Perplexity frequently references sources like Marie Claire and Harper’s Bazaar when evaluating beauty brands.
To capitalize on this, she recommends:
- Prioritizing PR placements in highly authoritative publications.
- Ensuring consistent, positive reviews across platforms like Google, Yelp, and niche directories.
- Monitoring how your brand is represented on LLMs and adjusting your strategy accordingly.
4. Collaborate Across Teams
SEO efforts no longer operate in isolation. Messerly stresses the importance of cross-functional collaboration, particularly with paid and social media teams, to create unified messaging. For example, she has worked with PR and paid social teams to amplify product campaigns and ensure consistency across channels.
Challenges in the AI Era: What to Watch Out For
The "Statistical Lottery" of LLMs
A recurring theme in the discussion was the unpredictable nature of AI-generated answers. Large language models don’t always work like traditional search engines, which rely on consistent algorithms. Instead, they provide responses based on statistical probabilities, leading to variability across users.
Despite this unpredictability, Messerly advises focusing on methods that are universally beneficial: maintaining strong digital footprints, investing in high-quality content, and owning your brand narrative.
The Attribution Dilemma
Unlike traditional search engines, LLMs don’t always link back to original websites, making it harder to measure direct traffic or conversions. Messerly believes brands should still prioritize being mentioned, even if links aren’t guaranteed. "If we’re not there, our competitors will be", she warns.
Key Takeaways: How to Future-Proof Your SEO Strategy
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Optimize for AI and LLMs:
- Treat prompts as queries and optimize content accordingly.
- Adjust homepages, about pages, and FAQs to clearly communicate your brand identity.
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Prioritize Brand Mentions:
- Even without backlinks, LLM mentions boost authority.
- Secure placements in high-profile media outlets and directories.
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Focus on User Intent:
- Think beyond keywords and address both informational and transactional needs.
- Use tools like Perplexity or ChatGPT to identify related topics and cluster content.
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Collaborate Across Functions:
- Work with PR, social, and paid media teams to ensure cohesive messaging.
- Leverage social proof, user-generated content, and third-party reviews to strengthen your digital presence.
- Experiment with New Tools:
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Double Down on Traditional SEO:
- Don’t abandon classic SEO tactics like technical optimization and link building.
- Monitor Google Search Console for insights while exploring LLM opportunities.
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Track Metrics Creatively:
- While LLMs lack direct tracking tools, monitor brand lift, organic traffic, and branded search volume as proxies for success.
Conclusion
The integration of AI into search is far from the end of SEO - it’s the beginning of a new chapter. By embracing AI and adapting strategies to include LLM optimization, brands can stay ahead of the curve while continuing to reap the benefits of traditional SEO. As Courtney Messerly eloquently puts it, "It’s not just about SEO anymore - it’s about digital discoverability. If users find us and convert, then we’ve done our job."
The future of search starts now. Are you ready to evolve your strategy?
Source: "Blending Traditional SEO with AI Innovation: A Conversation with Courtney Messerly" - Clarity Digital Pod, YouTube, Sep 21, 2025 - https://www.youtube.com/watch?v=EovnFTPwFGE
Use: Embedded for reference. Brief quotes used for commentary/review.
