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.