At Lex Wire Journal, we don't view traditional SEO and AI visibility as separate strategies. We see them as stages in the same evolutionary process. The mechanics of discovery are changing, but the underlying principle remains constant: trust and credibility recognized at scale. Traditional SEO was built around ranking factors like keywords, backlinks, and on-page signals that help search engines understand relevance. Those fundamentals still matter, but what's changed is the interpreter. AI systems don't just rank pages; they interpret signals across the web to construct a profile of trust, expertise, and relationships between entities. Optimizing for AI means ensuring those entities, people, organizations, and topics are clearly defined, verified, and interconnected. In our approach, we've re-engineered the publishing model around that idea. Everything we publish is treated as a structured data asset, not merely content. We layer schema markup, author identity, and source-level credibility into every post, ensuring both traditional search engines and generative AI models can accurately attribute authority. In practice, this means Google can crawl the article for ranking purposes, while systems like ChatGPT, Gemini, and Perplexity can recognize it as a trustworthy citation. The trade-offs come down to time, scale, and patience. Traditional SEO provides faster feedback in terms of rankings, impressions, clicks, but often has a shorter life cycle. AI visibility requires more upfront strategy including entity mapping, press distribution, and building a web of verifiable mentions across trusted platforms. The ROI curve is slower, but the results are exponentially more sustainable. Once a person or company becomes a known entity within the data fabric that AI models draw from, that authority echoes across every future query, not just a single keyword. We've made peace with the fact that we're no longer optimizing just for algorithms, we're optimizing for thought leadership. It's not about gaming the system, it's about teaching the system who you are and why you matter. In that sense, balancing SEO and AI visibility isn't a trade-off at all. It's a transition from chasing rankings to cultivating authority and recognition. In the emerging era of AI-driven search, it's recognition, not ranking position, that determines long-term visibility.

Having great standard SEO will get you pretty far with AI visibility, but you can also do more. Our approach has been to maintain a strong SEO foundation - great technical SEO, backlinks, solid content - but layer on top strategies specifically for AI systems. Here's what we've done: We've focused more on longer-tail keywords the AI systems use. Platforms like ChatGPT, Google and more search the web using longer tail keywords than normal humans - sometimes as long as 8-12 words. So we've had to expand beyond optimizing for the typical 3-4 word searches and focus on these longer-tail queries that AI systems actually use. We've changed our content strategy to prioritize bottom and middle-funnel content. Top-of-funnel "how-to" content used to work as a click magnet but now gets read and summarized by LLMs. Evaluative content - "Top 10" lists, "Brand vs. Brand" comparisons - is far more likely to result in actual brand mentions and links. We've started including competitor and industry leader names in our content. AI systems often include well-known brand names in their search queries to add context. Mentioning relevant competitors and partners helps AI correctly categorize your brand and understand where you fit in the market. We've shifted resources toward Bing optimization. It appears ChatGPT is using a blend of Bing and Google. So we have taken some attention away from Google dominance to invest in Bing using techniques like exact-match keywords that don't work as well with Google. We've started creating content for specific personas, not just keywords. AI Chat personalizes based on user history and preferences. Features like ChatGPT's "Memory" are making AI search deeply personal. Generic, one-size-fits-all content loses effectiveness. You need to create detailed content that serves specific customer segments and niche use cases. We've invested in tools that have focused on AI Visibility from the ground up like RivalSee. Most existing SEO tools with AI plugins are still rooted in an SEO mindset of small keywords and rankings. They don't account for how AI chats personalize responses or how different personas get different answers. You need an AI-Visibility tool built from the ground up that lets you see how you're performing not just by keyword, but by persona and user context.

When I look at balancing visibility between search engines and AI systems, I see it as adapting to how people actually search today. Traditional SEO is still a critical piece because millions of people are typing into Google every day, and they expect a reliable answer right there. But AI-driven platforms are increasingly shaping consumer decisions, and the way they surface information requires us to think differently. We've leaned into structured, clear content that AI systems can easily interpret, while still maintaining the authority and depth that search engines value. That shift has meant allocating resources carefully. You can't maximize everything at once, so we prioritized areas where intent is strongest like queries around trade-ins, recycling, and responsible disposal. The tradeoff is you invest less in broad awareness plays, but you gain relevance in the moments that matter most. What keeps me grounded is remembering why we do this. It's not about chasing algorithms. It's about making sure the right person, whether they're searching traditionally or asking an AI system, gets a trustworthy path to act responsibly with their old device. That's the outcome worth optimizing for.

In our visibility strategy, we've found success by tracking multiple platform metrics that balance traditional SEO with newer AI-driven systems. We recommend clients aim for a 15% quarterly improvement in Search Visibility Index while simultaneously working toward 10% monthly growth in Answer Visibility Rate, which captures performance in AI systems. The main tradeoff has been resource allocation, as content must now be optimized across multiple algorithms including YouTube, Instagram, and Amazon, requiring specialized expertise for each platform. Our data shows that brands who successfully balance these approaches see more consistent visibility regardless of how search technologies evolve.

At The Goat Agency, we've evolved our visibility strategy to balance traditional SEO with AI-driven discovery. Search is no longer just about keywords — it's about context, authority, and human relevance. For traditional search, we still prioritise structured content, clear metadata, and intent-driven copy. But for AI systems, like generative search or recommendation engines, our focus shifts to producing content that's deeply informative, human-led, and aligned with conversational queries. Creator-led insights play a huge role here, as AI increasingly surfaces authentic, high-value perspectives. We also use our proprietary tool, IBEX, to analyse performance data across both ecosystems — refining content for what people and algorithms actually respond to. The balance lies in creating content that feels human enough to connect, but structured enough to be discovered. In our experience, that's where lasting visibility lives.

At Peak View Stories, I took an unconventional approach by prioritizing human-written, narrative-focused content instead of heavily keyword-optimized or AI-generated material. This decision initially seemed risky from a traditional SEO perspective, but we found that compelling storytelling actually improved our search rankings while simultaneously creating content that resonated more deeply with readers. The main tradeoff was accepting a slower content production cycle compared to using automated solutions, but the improved engagement metrics and search visibility ultimately validated our strategy.

We see a large overlap in doing SEO for traditional search engines v AI systems. The biggest needle-mover we have seen for AI is that brand mentions seem to have a large influence on whether or not you show up in the results. This implies that brand marketing/PR should be a priority. The good news is that increased brand marketing should also positively affect SEO for search engines. Outside of that, we find that 99% of the other tactics we use for AI tend to be the same as we use for traditional search engines.

Our visibility strategy has evolved to balance traditional search optimization with newer AI systems through the strategic implementation of FAQ and Article schema markup. We've focused on ensuring our content is not only optimized for keywords but is also structured to be properly understood by search engines and AI interfaces. This approach has significantly improved our appearance in featured snippets and helped us deliver more precise answers to user queries. The key challenge has been maintaining content that serves both technical requirements and conversational queries without sacrificing the human voice that connects with our audience.

Balancing between Google and AI search is like trying to tune two radios in the same room. One rewards the clearest signal, the other rewards the depth of the story behind it. With search engines, persistence usually pays off. With AI systems, it's about whether your information is structured and verified enough to be ingested, organized, and stacked into something repeatable and citable.

In our industry, competing with established businesses that have been around for a long time is a real challenge. They often have a huge backlink profile that's hard to compete with. We knew we couldn't just chase high-ranking sites; we had to be smarter about it. The strategy is to prioritize Operational Utility over keyword density. The real value isn't in pleasing an algorithm; it's in how we use our content. We don't just look at a number. We look at the actual customer's operational problem and their "story." The tradeoff we encountered was sacrificing high traffic volume (Traditional SEO) for high conversion quality (AI/Voice search). We stopped optimizing for generic queries (Marketing) and started optimizing for long, specific, diagnostic questions (Operations). This content, while low in volume, directly addressed heavy duty OEM Cummins component failure points. This simple, manual process has completely changed our approach. We are no longer just competing with a number. We are competing with a strategy. Our content is now more targeted and more effective, ensuring that our solutions are found by the right customer at the moment of crisis. My advice is simple: the best way to balance is to stop looking at the number and start looking at the story. The best way to beat a competitor is to understand them, and operational necessity is a goldmine of information.

We stopped treating SEO and AI as separate channels and started optimizing for answer trust. Traditional SEO still matters (fast pages, clean architecture, and strong topical depth), but AI visibility hinges on credibility that the models can verify: consistent identity, structured data, and original proof points like verified reviews, press mentions, and published results. We also shifted focus from link-building to brand co-citation—getting our clients mentioned alongside core services across trusted sites. The trade-off was fewer, more authoritative pages and slower publishing while we built that evidence layer. The upside? Faster speed to value. Clients who used to wait six to twelve months for traditional SEO traction are now getting calls, leads, and new business inside of 90 days in a lot of cases.

I've just kept my SEO basics solid -- things like proper keyword research, site health, topic clusters, internal links, and schema. On the AI side, I mix in some AI-friendly content like short Q&A pages, rich summaries with key terms, clear author bios, and regular updates that AI tools can easily quote. The tradeoff? I spend less time creating long-tail pages and more time creating high-quality, well-structured ones. Maybe I'll see fewer clicks from AI answers, but I know I will get more brand mentions, and subsequently conversions in return.