Summary3 min read

Podcast Summary

Voices of Search // I Hear Everything
Episode: The Biggest Myth About AI Search Visibility
Date: February 24, 2026
Host: Jordan Cooney
Guest: Thomas Payham, CEO & Co-Founder of Otterly AI

Episode Overview

This episode dives into a pressing topic in the world of SEO: the misconceptions enterprise teams hold about influencing AI-driven search engines like those powered by large language models (LLMs), including ChatGPT. Host Jordan Cooney and guest Thomas Payham discuss the biggest myth around AI search visibility and provide advice on how organizations should approach AI-powered searches to optimize visibility and impact.

Key Discussion Points & Insights

1. The Main Myth: AI Search Systems Are Not Influenceable

Key Point: The commonly held belief that AI-powered search engines and LLM-driven platforms cannot be influenced by SEO strategies is a myth.
Thomas Payham (02:57):

"So I think the biggest myth is that it's not influenceable and we can’t do anything about it. We can definitely do something about it."

Supporting Arguments:

LLMs Still Use Web Search Data:
- LLMs, even when seemingly "closed," incorporate varying degrees of web search data for their outputs.
Influence through On-page and Off-page SEO:
- Both on-page and off-page optimizations are effective, but on-page tends to have a quicker impact in LLM-based citations.
- Thomas Payham (01:09):
  
  "Most [AI search engines] use web search-type features of various degrees and I’ve seen big success. Be it through on page or off page... On page is definitely faster, where you can basically get your content cited within ChatGPT in a couple of days."

2. Practical Strategies for Teams

Familiarize Yourself with LLMs:
- Teams should gain a technical understanding of how AI search engines function.
- Thomas Payham (02:58):
  
  "I recommend everybody to, one, familiarize yourself with those engines—how they work, technically, fundamentally..."
Run Your Own Proofs of Concept (POCs):
- Direct experimentation within your own industry is crucial.
- Outputs will differ by industry, so hands-on learning is essential for insight discovery.
- Thomas Payham (03:09):
  
  "...start your own POCs, your own experiments to learn firsthand, because every industry will provide different insights, will cite different websites, will show you different products..."

3. Encouragement to Challenge Industry Myths

Adaptation over Adherence to Myths:
- Don’t let widespread assumptions about AI search deter efforts to improve visibility.
- Getting hands-on and learning from data-driven results is key.
- Thomas Payham (03:23):
  
  "...it’s about getting first hand experience in the first place and not being too focused on that myth, let's say."

Memorable Moments & Quotes

On the Power of Influence:
- "We can definitely do something about it." – Thomas Payham (02:57)
On Experimentation:
- "...start your own POCs, your own experiments to learn firsthand..." – Thomas Payham (03:09)
On Data-Driven Mindsets:
- "The answers are always in the data." – Jordan Cooney (03:41)

Timestamps for Important Segments

00:42: Episode intro, topic setup, and guest introduction
01:00: Thomas Payham identifies the myth about AI search visibility
01:09: Explanation of influence strategies (on-page vs off-page)
02:57: Concrete advice on influencing AI search
02:58-03:23: Recommendations for teams: technical familiarization and experimentation
03:41: Episode wrap-up and data-driven takeaway

Tone & Approach

The episode maintains an encouraging, pragmatic tone, urging SEO practitioners and enterprise teams to be proactive, curious, and experiment-driven in the evolving landscape of AI search. Jordan and Thomas both champion a data-first mindset, reminding listeners that actionable insights come from direct engagement rather than relying on myths or hearsay.

Ideal for:
SEO professionals, enterprise marketing teams, content strategists, and anyone interested in the intersection of AI and search visibility.

Loading summary

Transcript6 lines

[00:00]
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.
[00:43]
B
I'm Jordan Cooney and joining me to tackle these critical questions is Thomas Payham, CEO and co Founder of Otterly AI. What's the biggest myth about AI search visibility that enterprise teams need to unlearn.
[01:01]
C
So I think we need to unlearn that those systems are not influenceable. So I hear a lot that while those systems are, we cannot really influence those LLM large language models and whatnot. That's not true. Most of them use web search type features of various degrees and I've seen big success. Be it through on page or off page, on page is definitely faster where you can basically get your content cited within ChatGPT in a couple of days
[01:30]
D
time for a 1 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 rates. 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 through 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.
[02:58]
C
So I think the biggest myth is that it's not influenceable and we can't do anything about it. We can definitely do something about it. I recommend everybody to one, familiarize yourself with those engines, how they work, technically, fundamentally, and B, either start your own POCs, your own experiments to learn firsthand, because every industry will provide different insights, will cite different websites, will show you different products, and. Yeah, so it's about getting first hand experience in the first place and not being too focused on that myth, let's say.
[03:42]
B
Fair enough. Okay, that's all for today. But until next time, remember, the answers are always in the data.