Comma Catch-Up Series: Topic Modeling for AI Discovery With Mike Witham
The start of the school year is a perfect opportunity for students and marketers alike to learn something new. Mike Witham, head of SEO at 97th Floor, joined us for the September edition of our Comma Catch-Up series focusing on establishing topical authority with learning language models (LLMs).
The relationship between AI and SEO in today’s online search landscape can be confusing, but Witham’s insights and practical advice for implementing AI optimization strategies offer a solid foundation for establishing authority. Keep reading for a brief event recap, as well as access to Witham’s full presentation.
AI Search: How It Works — and How To Work With It
To remain relevant with customers and stay competitive in your industry, ignoring AI optimization isn’t an option.
That’s because online search has changed drastically with the widespread use of AI-powered search platforms. Witham noted that a recent study showed that approximately 60% of all online searches will be done through an LLM/AI search platform by 2029, outpacing traditional search by 20-30%.
Brands already implementing SEO best practices are better positioned to capitalize on AI/GEO optimization. When conducting a search via an AI platform, LLMs are attempting to retrieve and deliver the most relevant, current, and useful pages. Marketers must create pages that highlight unique and valuable data in an easily digestible way to increase the likelihood of LLMs not only discovering a brand’s content but also recommending it to users.
To begin addressing your brand’s AI search-readiness, Witham recommends that marketers:
Think about optimizing for a cluster of topics instead of a single keyword.
Analyze competitor pages appearing in AIO to understand what LLMs are returning.
Prioritize internal linking on your site to create content clusters that convey a depth of knowledge across a full site.
You can watch the full recording of Witham’s presentation to learn more about AI search terminology, how LLMs read webpages, and Witham’s recommended tools for optimization research.
Thank you to Mike for shedding light on this timely subject and giving marketers the confidence to improve their AI optimization strategies.
Keep Learning With Comma
The Comma Catch-Up series is a free online event where each month, a different subject matter expert introduces us to new ideas or covers familiar topics in a new way to either expand our worldview or professional skill set — often, it’s both! Visit our events page to explore upcoming in-person or online events.
Something else we’re excited to learn about? Your content marketing needs. Our writers and editors are ready to craft the compelling content your audience (and LLMs) is looking for. Contact Comma today to learn more about scheduling a free consultation.
