Episode Overview

Title: What signal do you trust when evaluating AI search visibility
Podcast: Voices of Search
Date: March 13, 2026
Host: Jordan Cooney
Guest: Moto Lanvier, CMO and Chief Product Officer at Peak AI

This episode explores how SEO professionals and brand marketers should think about search visibility in the age of AI-driven search engines. Specifically, the discussion zooms in on which platforms and signals are most trustworthy when evaluating visibility—especially as large language models (LLMs) increasingly shape what users see.

Key Discussion Points & Insights

1. Shift in Authority Signals: Reddit, Wikipedia, and Community Platforms

• Changing Focus: Traditional signals of authority—such as brand websites and legacy media—are being supplemented (or sometimes eclipsed) by community platforms like Reddit and Wikipedia.
  • Jordan Cooney (00:42):
    “There's so much noise about Reddit and now Wikipedia and these kind of community platforms that take up a lot of the mind share today of where brands are thinking about their authority. How should you be thinking about that if you're in house?”

2. Determining Visibility: Where Are LLMs Pulling From?

• Moto’s Core Advice:
  • Find out which sources LLMs (like ChatGPT, Gemini, and others) are citing for prompts related to your business and target audience.
  • Focus visibility efforts on these platforms.
  • Moto Lanvier (01:08):
    “First of all, find out which of these are cited by LLMs for the prompts that are relevant for you and for your target audience. And then think about how you can become visible there.”

3. Tactics to Bolster Visibility on Third-Party Sites

• Practical Steps:
  • Create and optimize profiles on key platforms (e.g., Wikipedia, Reddit).
  • Collaborate with influential users and creators active on these sites.
  • Moto Lanvier (02:48):
    “That can be having your own profile on some of these, it can be working with influence and creators.”
• On Reddit Manipulation:
  • Ethical warning: Some agencies artificially manufacture mentions and discussions to “game” visibility, but this is risky and not recommended for brands interested in sustainable growth.
  • Moto Lanvier (02:58):
    “On Reddit, for example, it really depends on where you fit on the ethical marketing spectrum, and I don't want to give any advice there. I would just say this. There are some agencies that do things to make it seem like users are talking about you. I would not recommend that, but it exists and I've seen people use it. But if you're building a long-term brand, be very, very careful with it.”

Notable Quotes & Memorable Moments

• “First of all, find out which of these are cited by LLMs for the prompts that are relevant for you and for your target audience. And then think about how you can become visible there.”
  — Moto Lanvier, 01:08
  (Key advice on prioritizing platforms based on LLM referencing)

• “On Reddit, for example, it really depends on where you fit on the ethical marketing spectrum ... There are some agencies that do things to make it seem like users are talking about you. I would not recommend that, but it exists and I've seen people use it. But if you're building a long-term brand, be very, very careful with it.”
  — Moto Lanvier, 02:58
  (Ethical consideration for manipulating community platforms)

Important Timestamps

• 00:42 — Introduction of today’s topic: The rising authority of Reddit, Wikipedia, and community sites
• 01:08 — Moto Lanvier: Advice on understanding LLM sourcing and selecting visibility targets
• 02:48 — Practical tactics for gaining presence on key community platforms
• 02:58 — Moto’s warning on ethical boundaries and manipulation risks
• 03:20 — Closing remarks

Takeaways

• Brands must rethink search visibility to account for how AI models source their information.
• Prioritize presence on platforms frequently cited by LLMs for topics in your niche.
• Build legitimate authority and avoid manipulative, short-term tactics on community platforms, especially Reddit.
• Long-term brand health depends on ethical engagement and authentic visibility strategies.

For marketers and SEOs navigating the AI-powered search landscape, this episode offers a concise reminder: True authority comes from being genuinely recognized and cited by the sources shaping tomorrow’s SERPs—not from behind-the-scenes manipulation.