In 2025, search doesn’t look the way it used to — and that shift is exactly what this episode explores. I break down how AI-powered search systems like ChatGPT, Perplexity, Claude, and Google’s AI Overviews decide which brands get mentioned when there’s no traditional list of blue links.

Instead of classic rankings, we’re now dealing with AI recommendations, citations, and synthesized answers. That raises an important question: how do AI systems choose one brand over another?

In this episode, I explain what “ranking” really means in AI-driven search, how large language models evaluate trust, relevance, and clarity, and why traditional SEO tactics alone are no longer enough. We look at concepts like entity recognition, content structure, and source confidence — and why being clearly understood by AI matters more than being keyword-heavy.

I also share practical examples of what brands are doing right in 2025, along with the common mistakes that quietly cause others to disappear from AI-generated answers. If you’ve noticed traffic flattening while AI tools continue to grow, this episode will help you understand why — and what to adapt next.