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VP of Digital Products & Strategy | Leading AI, Podcasting, Data Analytics & Software Development | Driving Media Innovation

Heads up. Is there a new SEO in the age of AI? 👀👀 This study shows evidence of LLM’s being manipulated to increase viability. If true, there is an excellent chance to get ahead of the game now. Great breakdown in this tweet thread as well - https://lnkd.in/gw7zXcSP #ai #seo #llms #artificialintelligence

Manipulating Large Language Models to Increase Product Visibility

Manipulating Large Language Models to Increase Product Visibility

arxiv.org

Ryan Benhase

Strategic Leader | Systems & Design Thinking | Web Dev & Marketing | Tech Enthusiast | Change Agent | Problem Solver

3mo

Strategic text statements and prompt injection can definitely work to manipulate LLMs at present. However, in the context of SEO, I’m inclined to think of them more like the keyword-stuffing tactics (and other black-hat techniques) in the early days of SEO— which is to say they may work for a time, but could ultimately backfire and even lead to steep penalties down the road. I do think SEO will change, but on an even more fundamental level, as the very way people search evolves. Keyword-based queries are likely to lose out to direct questions with generative summaries at the top of results. SERP rankings will need to be replaced by some other sort of performance metric, like generative summary citation frequency. And SEO strategies will likely need to shift away from things like backlinking toward content generation (especially Q&A or FAQ style content), personalization, etc. It will be interesting to see what SEO looks like in 5 years, for sure. I suspect that many brands may actually opt to shift their SEO investments to upper funnel tactics like brand recognition and awareness.

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