The biggest mistake brands make when they treat LLM optimization like SEO

Summary

---

Voices of Search Podcast – Episode Summary

Episode: The biggest mistake brands make when they treat LLM optimization like SEO
Date: March 18, 2026
Host: Jordan Cooney
Guest: Jeff Rain, Co-founder at Everything Machines

---

Episode Overview

This episode of Voices of Search dives into the evolving landscape of search engine optimization (SEO), specifically focusing on how brands are approaching Large Language Model (LLM) optimization. Host Jordan Cooney welcomes Jeff Rain, co-founder of Everything Machines, to discuss the critical error that brands make when treating LLM optimization the same way as traditional SEO. They examine differences in how bots interact with content and deliver practical advice for marketers aiming to succeed in this new content ecosystem.

---

Key Discussion Points & Insights

1. Introduction to LLM Optimization vs. SEO

• Jordan Cooney introduces guest Jeff Rain, highlighting his background in enterprise marketing and his new venture, Everything Machines, which aims to make websites readable for LLM crawlers (00:43).
• Jeff’s company, Everything Cash, focuses on optimizing website content specifically for LLM algorithms, distinct from optimizing for human users or traditional search bots (00:43–01:02).

2. The Biggest Brand Mistake: Treating LLM Optimization Like SEO

• Key Question:
  • Jordan asks, "What's the biggest mistake brands make when they treat LLM optimization like SEO?" (02:30)
• Jeff Rain’s Immediate Answer:
  • "I think the biggest mistake is they assume the bots all behave the same way and that they assume they behave like googlebot. They don't." (02:36–02:47)

Insight:

• Assumption Error: Many brands mistakenly believe that optimizing for LLMs is the same as optimizing for Googlebot (traditional SEO), when in fact, LLMs interact with content and websites in fundamentally different ways (02:36–02:47).

3. Key Takeaways

• Bots Are Not All the Same:
  • LLM crawlers and Googlebot have different behaviors and technical requirements.
  • LLM bots may parse, interpret, and retrieve content differently, impacting how information is surfaced and used.
• Evolving Optimization Practices:
  • Brands must recognize the difference and tailor strategies accordingly, moving beyond the playbook of traditional SEO.

---

Notable Quotes & Memorable Moments

• Jeff Rain [02:36–02:47]:

  "I think the biggest mistake is they assume the bots all behave the same way and that they assume they behave like googlebot. They don't."

• Jordan Cooney [02:30]:

  "What's the biggest mistake brands make when they treat LLM optimization like SEO?"

---

Important Timestamps

• 00:43 – Introduction of Jeff Rain and his background
• 02:30 – Key question posed: Treating LLM optimization like SEO
• 02:36–02:47 – Jeff defines the core brand mistake

---

Episode Structure

• Guest Introduction & Background: 00:43–01:02
• Intro to Sponsor (skipped above as requested)
• Main Discussion – The Core Mistake in LLM Optimization: 02:30–02:47
• Episode Closing Remarks

---

Summary

This episode succinctly underscores a pivotal shift in digital marketing: optimizing for LLMs is not the same as optimizing for search engines like Google. Brands must stop assuming all bots are the same and begin tailoring their content and technical strategies specifically for LLM crawlers. Jeff Rain's candid advice provides a clear new baseline: understand your bots before you optimize your content.

---

Transcript

[A]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.

[B]

I'm Jordan Cooney and joining me today is Jeff Rain, co founder at Everything Machines. Jeff spent two decades in enterprise marketing and platform strategy and now he's building Everything Cash, a brand side cache that makes websites readable for LLM crawlers without rebuilding the human site.

[C]

Time for a one minute break to hear from our sponsor, Pre Visible. So you're looking for SEO help and you got a couple of options. You could start replying to spam from agencies that claim they can get you to rank number one on Google. You can pay an hourly rate for a consultant who will inevitably nickel and dime you with hourly charges. Or you can work with a cookie cutter agency to quickly launch a strategy less project with low success rate. None of those sound very good now do they? Well, that's where Pre Visible's integrated consulting model comes in. Pre Visible draws From a collective 40 years of SEO and digital marketing experience to unlock your organic growth opportunities. They build custom solutions that combine strategy, technical expertise, content and reporting to effectively operationalize SEO for your business. Pre Visible's four stage approach ensures that your SEO programs thrive by starting off with a strategy first approach. Then they support you in your efforts to create quality content, help you identify technical issues, and most importantly, they'll work with your cross functional teams to integrate your SEO strategies to make sure that your SEO budget actually drives results, not just your agency's bottom line. So join brands like Yelp, eBay, Canva, Atlassian Square, all who rely on the SEO consultants at Pre Visible. For more information go to Previsible IO. That's Pre Visible. P R E V I S I B L E I O

[B]

what's the biggest mistake brands make when they treat LLM optimization like SEO?

[C]

Well, I think the biggest mistake is

[B]

they assume the bots all behave the

[C]

same way and that they assume they behave like googlebot. They don't.

[B]

Thanks to Jeff Rain, co founder at Everything Machines for joining us. If you'd like to contact Jeff you can find a link to his LinkedIn profile in our show notes or on voicesofsearch.com or you can visit his company website, everything machines.com if you haven't subscribed yet and would like a daily stream of SEO and content marketing knowledge in your podcast feed, hit the subscribe button in your podcast app or on YouTube and we'll be in your feed every week. Okay, that's all for today, but until next time, remember the answers are always in the data.