Leading Experts in Modern Search Optimization: Navigating the AI Era

This article is 100% AI generated (Google Gemini Deep research 2.5 Pro)

The report was compiled by Google Gemini Deep Research 2.5 Pro on. May 2nd 2025

1. Introduction: The Shifting Search Landscape

The mechanisms governing online information discovery are undergoing a fundamental transformation. Traditional search engine optimization (SEO), long centered on optimizing websites to rank highly in keyword-driven search engine results pages (SERPs), is now contending with a paradigm shift propelled by artificial intelligence (AI). The emergence and rapid adoption of sophisticated AI technologies, including generative AI chatbots like ChatGPT, Perplexity, Google Gemini, and Microsoft Copilot, AI-powered voice assistants such as Siri and Alexa, and integrated AI features within search engines like Google’s AI Overviews (AIOs, formerly Search Generative Experience or SGE), are reshaping user behavior and demanding new optimization approaches.¹

A key manifestation of this shift is the accelerating trend of “zero-click searches.” This phenomenon occurs when a user’s query is answered directly on the SERP or within an AI-generated response, negating the need to click through to a traditional website link.² Recent studies indicate the prevalence of this behavior, with data suggesting nearly 60% of Google searches in the U.S. and EU ended without a click in 2024.¹¹ While the exact long-term impact is still debated, AI Overviews and similar generative summaries are significant contributors, designed to provide comprehensive answers directly, thereby reducing organic web traffic for many types of queries, particularly informational ones.¹ This trend underscores a critical change: the primary objective for many search interactions is evolving from driving website clicks to achieving visibility and influence within the AI-generated answers themselves.¹ Success metrics are consequently shifting from click-through rates towards SERP presence, brand mentions within AI responses, and overall influence.¹

In response to this evolving ecosystem, new optimization disciplines are emerging, collectively falling under the umbrella of AI Search Optimization.¹⁹ These include:

Generative Engine Optimization (GEO): This focuses on optimizing content, brand signals, and technical elements to ensure visibility, accurate representation, and citation within AI-generated responses across various platforms, including chatbots and AI Overviews.³ GEO aims to influence the AI models and ensure the brand is part of the synthesized answer.¹⁷
Answer Engine Optimization (AEO): Often overlapping with GEO, AEO specifically targets optimizing content to be selected for direct answers in formats like featured snippets, voice search results, and AI answer boxes.⁶ It emphasizes structuring information for clarity, conciseness, and easy extraction by AI systems.³⁸
Large Language Model Optimization (LLMO): Frequently used interchangeably with GEO, LLMO sometimes implies a deeper focus on optimizing content specifically for how Large Language Models (LLMs) process, interpret, and utilize information.⁸ This involves considerations of semantic relevance, context, conversational language, structured data, and potentially influencing the AI’s training data.⁸

The rapid emergence and occasional overlap of these terms (GEO, AEO, LLMO) reflect an industry actively working to define and codify optimization strategies for a fundamentally new technological paradigm.³⁰ While nuances exist in their definitions, the underlying principles converge on the importance of high-quality, authoritative, well-structured, and semantically rich content that accurately addresses user intent.⁸

Navigating this transition presents significant challenges. Conflicting data and ongoing debate surround the precise impact of AI Overviews on traffic and click-through rates, with some studies showing potential declines while others report stability or even gains for featured sites.¹⁴ This uncertainty highlights the critical need for expert guidance. This report aims to identify prominent individuals—thought leaders, practitioners, researchers, and analysts—who are actively shaping the discourse and practices within modern SEO, GEO, AEO, and AI Search/LLMO during the pivotal 2023-2025 period. Their insights are invaluable for businesses and marketers seeking to adapt their strategies and maintain visibility in the evolving digital landscape.

2. Leading Experts in Modern Search Engine Optimization (SEO) (Adapting to the AI Era)

While new optimization disciplines are emerging, the foundations of traditional SEO remain crucial, albeit adapted for the AI era. Many established SEO leaders are at forefront of interpreting AI’s impact and evolving strategies accordingly. Their work demonstrates that AI optimization is not necessarily a replacement for SEO, but rather an evolution of it, demanding a renewed focus on quality, authority, and technical soundness.

2.1 Foundational Leaders & Strategists

These individuals are widely recognized for their broad expertise in SEO and digital marketing strategy. They possess extensive experience navigating major industry shifts and are actively contributing to the understanding of how AI is reshaping search.

Rand Fishkin: As the co-founder of Moz and current CEO of SparkToro, Fishkin has long been an influential voice in SEO and digital marketing. His work often focuses on broader strategic implications and audience understanding. Recently, he has published influential analyses of zero-click search trends, directly addressing the impact of features like AI Overviews on web traffic and user behavior.¹¹ His expertise lies in Digital Marketing Strategy, Audience Research, and SEO Industry Analysis. He is a frequent conference speaker, author (“Lost and Founder”), and co-author of “The Art of SEO”.⁵⁴
Neil Patel: A highly visible entrepreneur and digital marketing influencer, Patel co-founded NP Digital, Crazy Egg, and Hello Bar. He is known for his widely read blog, the Ubersuggest SEO tool, and providing practical advice on SEO, content marketing, and conversion optimization. His work often includes strategies for adapting to shifts like the rise of zero-click results.¹² His expertise covers Content Marketing, Conversion Rate Optimization, and General SEO. He is a New York Times Bestselling author, recognized by numerous publications, and a frequent speaker.⁵⁵
Brian Dean: Founder of Backlinko (acquired by Semrush) and ExplodingTopics, Dean is renowned for developing and popularizing actionable SEO techniques, particularly in link building (e.g., the “Skyscraper Technique”) and content marketing. His emphasis on creating high-authority, in-depth content aligns directly with the quality signals favored by AI systems.⁵⁴ His primary areas are Link Building, Content Marketing, and SEO Training, disseminated through his popular blog and YouTube channel.
Barry Schwartz: As CEO of RustyBrick and the editor of Search Engine Roundtable (a key industry news source), Schwartz provides essential daily reporting on Google algorithm updates, SERP changes, and search industry developments. His real-time commentary is crucial for understanding the rollout and impact of AI features like AIOs.⁵⁴ His expertise is centered on Google Algorithm Updates and Search Industry News Analysis.

The work of these foundational leaders illustrates how core SEO principles are being re-evaluated and adapted in light of AI. They are not discarding established practices but integrating considerations of AI-driven search, zero-click trends, and the heightened importance of content quality and authority into their strategic frameworks.³ This adaptation signals that optimizing for AI is becoming an integral part of modern SEO strategy, rather than an entirely separate field.

2.2 Technical & Specialized SEO Experts

Beyond broad strategy, deep technical expertise and specialization in areas like site quality, international reach, or mobile optimization are becoming even more critical. AI systems rely heavily on technical signals and established quality markers to crawl, understand, index, and ultimately trust content sources for generating answers.

Aleyda Solis: Founder of the consultancy Orainti, Solis is an internationally recognized expert specializing in International SEO, Technical SEO, and Mobile SEO. She is a prolific speaker and writer, actively developing and sharing structured frameworks for adapting SEO strategies in the age of AI, making complex transitions clearer for practitioners.³ She frequently speaks at major conferences like SMX and BrightonSEO.
Marie Haynes: Formerly founder of Marie Haynes Consulting, Haynes is highly respected for her deep dives into Google algorithm updates, her mastery of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles, YMYL (Your Money or Your Life) content, and rigorous Website Quality Assessments. This expertise is directly relevant to building the trust and credibility signals essential for AI systems.³
Cyrus Shepard: Founder of Zyppy SEO and former lead SEO at Moz, Shepard is known for his work in Technical SEO, On-Page Optimization, and SEO Testing. His insights into site architecture, internal linking, and content structure are valuable for ensuring websites are optimized for both users and AI comprehension.⁵⁴
Lily Ray: As VP of SEO Strategy & Research at Amsive Digital, Ray provides data-driven analysis of Google updates, the practical application of E-E-A-T, and the tangible Impact of AI on SERPs. She is a key voice in interpreting how AI is changing rankings and visibility across different sectors.³ She is a regular speaker at industry events.
Dawn Anderson: Managing Director at Bertey and a university lecturer, Anderson possesses deep Technical SEO knowledge and frequently speaks on advanced topics related to search algorithms and analytics. Her expertise ensures websites meet the foundational technical requirements for effective crawling and indexing by AI.⁶² She is an international conference speaker (SMX, MozCon, BrightonSEO).
Cindy Krum: CEO and Founder of MobileMoxie, Krum is a pioneer in Mobile SEO and understanding search behavior across different devices and interfaces. This is increasingly important as AI responses become more multimodal (incorporating text, images, video) and are accessed via various platforms.⁵⁸

The expertise of these technical and specialized professionals underscores a crucial point: the rise of AI does not diminish the importance of SEO fundamentals; it amplifies it. AI systems, including LLMs and generative search features, rely heavily on technical crawlability, structured data (like Schema markup), mobile-friendliness, site speed, and established signals of quality and trustworthiness (such as E-E-A-T and authoritative backlinks) to evaluate and select sources for their responses.³ Therefore, ensuring a website is technically sound and demonstrates strong authority signals is a prerequisite for effective optimization in the AI era.

3. Pioneers in Generative & Answer Engine Optimization (GEO/AEO)

As the limitations of traditional SEO in the face of AI became apparent, a new cohort of experts began specifically defining and developing strategies for Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO). These pioneers are building frameworks, conducting research, and implementing practical tactics to help brands achieve visibility within AI-generated answers.

3.1 Defining the Field & Frameworks

These individuals have been instrumental in establishing the conceptual foundations of GEO/AEO and linking existing optimization principles to the new challenges posed by AI search.

Jason Barnard: Known as “The Brand SERP Guy” and CEO of Kalicube, Barnard was an early advocate for Entity Optimization and managing brand presence in Google’s Knowledge Graph. He explicitly connects this work to optimizing for AI Overviews, framing them as “dynamic Knowledge Panels,” thus providing a conceptual bridge between established entity-based SEO and GEO.³ His focus is on Brand SERPs, Knowledge Panels, and GEO/AEO Foundations.
Michael King: Founder and CEO of digital marketing agency iPullRank, King is a respected technical marketer. He has actively researched and presented on optimizing for generative experiences, demonstrating how Technical SEO, Content Strategy, and Marketing Technology intersect to influence AI visibility.³ His work provides data-backed insights into GEO/AEO Research.
Olaf Kopp: Co-Founder of the German agency Aufgesang, Kopp is a notable European voice discussing LLMO/GEO Strategy. He emphasizes optimizing a combination of content, authority signals, and reputation management for visibility in AI answers across platforms like ChatGPT, Perplexity, and AIOs.³⁴ His focus includes Content Optimization for AI and Authority Building.
Seth Earley: Founder and CEO of Earley Information Science, Earley brings expertise from Information Architecture, Knowledge Management, and AI Strategy. While not a traditional SEO, his work on ontologies and knowledge engineering is fundamental for large enterprises seeking to make their complex internal data and content understandable and usable by AI systems, forming a crucial part of Enterprise GEO/AEO Foundations.⁶⁷ He authored “The AI-Powered Enterprise.”

3.2 Practical Strategy & Implementation

Beyond conceptual frameworks, practical application is key. This involves specific tactics, case studies, and the development of agency services dedicated to GEO/AEO.

Agency Leadership & Services: The maturation of GEO/AEO is evident in the growing number of digital marketing agencies offering specialized services. Agencies like First Page Sage (led by Evan Bailyn ⁵⁴), Intero Digital, Walker Sands, NoGood, Marcel Digital, Arc Intermedia, Gorilla Web Tactics, and Saffron Edge are actively developing and marketing GEO/AEO solutions.⁴ Their service offerings typically encompass a blend of generative AI research, content structuring for AI retrieval, entity-based strategies, technical optimization (including structured data), digital PR for brand mentions, multimedia content development, and community engagement.⁴ The existence of these dedicated services signifies market validation and a practical demand for GEO/AEO expertise beyond theoretical discussions.⁴
George Chasiotis: As Managing Director of Minuttia, Chasiotis provides valuable context on AEO’s evolution, emphasizing the shift from keywords to matching User Intent using machine learning and NLP, highlighting the continued importance of authority and topical relevance.⁴¹
Craig Campbell: A well-known SEO Trainer and Consultant, Campbell is frequently cited as a speaker and practitioner focused on practical, forward-thinking strategies and rigorous GEO Strategy Testing.⁵⁶

The strategies proposed by these pioneers and implemented by specialized agencies reveal the multifaceted nature of GEO/AEO. Success requires integrating traditional SEO skills (technical optimization, high-quality content) with newer competencies. These include deep understanding of structured data (Schema markup), crafting conversational and clearly structured content, optimizing for entities and topics (not just keywords), and building broader authority signals through digital PR, online reviews, directory presence, and demonstrating E-E-A-T.³ This necessitates a more holistic approach than often seen in siloed traditional SEO roles.

4. Influencers in AI Search & Large Language Model Optimization (LLMO)

While GEO and AEO address optimization for AI-driven search outputs, the concept of Large Language Model Optimization (LLMO) delves deeper into how the underlying AI models process and understand information. This area focuses on structuring and presenting content in ways that align with the operational logic of LLMs.

4.1 LLMO Strategy & Content

Experts in this space focus on the specific characteristics of content that make it easily digestible, interpretable, and usable by LLMs for generating responses.

LLMO-Specific Discourse: Several sources and experts explicitly discuss LLMO, emphasizing techniques tailored for model comprehension.⁸ Key strategies highlighted include:

Clarity and Conciseness: Using clear language, short paragraphs, and direct answers.⁸
Structured Content: Employing headings (H1, H2, H3), bullet points, lists, and potentially FAQ schema to organize information logically.⁸
Conversational Tone: Writing naturally, mirroring human conversation and common queries.⁸
Semantic Richness: Using natural language, synonyms, and related concepts rather than forced keyword repetition.⁸
Context and Depth: Providing comprehensive information, supporting claims with data or examples, and addressing the “why” and “how”.⁸
Authority and Citations: Citing credible sources and establishing expertise.⁴⁷
Freshness: Keeping content updated, as some models may access real-time or near-real-time data.⁸
Olaf Kopp ³⁴ and insights from platforms like Wallaroo Media ⁸, Morningscore ⁴⁶, PR.co ⁴⁷, SEO.ai ³⁵, Contently ⁴⁸, and Flow Agency ⁴⁹ contribute significantly to this LLMO-specific discussion.
Content Strategy Alignment: The principles of effective LLMO strongly overlap with best practices in modern content strategy. Experts known for emphasizing clarity, structure, and audience value, such as Ann Handley (Chief Content Officer, MarketingProfs) ⁵⁷ and Robert Rose (Founder, The Content Advisory) ⁵⁴, offer relevant insights, even if not explicitly framed as LLMO. Their focus on creating genuinely useful, well-organized content resonates with what LLMs require.¹

LLMO, therefore, represents potentially a deeper layer of optimization compared to simply aiming for inclusion in an AI answer. It focuses on influencing how the AI interprets the information and synthesizes its response by aligning content characteristics with the model’s processing mechanisms.⁸ This moves beyond discoverability towards optimizing for comprehension and utilization by the AI itself.

4.2 Broader AI Impact & Future Trends

Beyond specific optimization techniques, several thought leaders are shaping the understanding of AI’s broader impact on the search industry, content creation, and future digital trends.

Danny Sullivan: As Google’s official Search Liaison, Sullivan’s communications provide crucial insights into Google’s perspective on AI’s role in search, the purpose behind features like AIOs, and the enduring importance of creating helpful, reliable, people-first content.⁵⁵ While representing Google, his public statements are closely watched by the SEO community.
Kevin Indig: A respected Growth Advisor and former SEO/Content lead at major tech companies, Indig offers strategic perspectives on Organic Growth, market dynamics, and the impact of technological shifts like AI on search channels.⁵⁶
Jes Scholz: An Organic Marketing Consultant and self-described SEO Futurist, Scholz focuses specifically on analyzing and predicting the Future of Search, including AI’s transformative role.⁵⁸
AI as an Enabler: There is a broad consensus, supported by industry surveys and expert commentary, that AI tools are powerful enablers for SEO, GEO, and AEO practitioners.⁹ AI excels at automating repetitive tasks (67% of SEOs see this as a key benefit ⁷¹), speeding up research and analysis (saving up to 50% of time ⁷¹), generating content ideas, drafting copy (used by 35% for strategy, 42% for long-form ⁶⁶), optimizing meta tags, and even assisting with technical SEO tasks like identifying crawl errors or suggesting structured data.¹⁰ Many businesses report improved SEO results (65% ⁷¹), better content quality (67% ⁹), and higher ROI (68% ⁹) after integrating AI. However, this automation comes with caveats. Experts consistently emphasize that AI augments, rather than replaces, human expertise.⁹ Strategic thinking, creativity, nuanced judgment, ensuring factual accuracy, maintaining brand voice, and building genuine authority remain critical human functions.⁹ While AI can generate content rapidly, human oversight is essential to prevent the spread of misinformation and maintain authenticity.⁹ The most effective approach is viewed as “human with AI,” where machines handle data processing and repetitive tasks, while humans guide strategy and ensure quality.⁶¹

5. Expert Summary Table

The following table provides a consolidated overview of the key experts identified in this report, highlighting their primary affiliations, areas of expertise relevant to modern search optimization, and notable credentials or contributions.

Expert Name	Primary Affiliation / Role	Key Area(s) of Expertise	Notable Contributions / Credentials
Rand Fishkin	Co-founder & CEO, SparkToro	SEO Strategy, Audience Intelligence, Zero-Click Analysis, Market Trends	Co-founder Moz & SparkToro, Author, Speaker (MozCon, BrightonSEO, etc.), Zero-Click Studies ¹¹
Neil Patel	Co-founder, NP Digital / Ubersuggest	Content Marketing, CRO, General SEO, Entrepreneurship	Co-founder multiple companies, NYT Bestselling Author, Widely-followed blog/tools, Speaker ⁵⁵
Brian Dean	Founder, ExplodingTopics (formerly Backlinko)	Link Building, Content Marketing (Skyscraper Technique), SEO Training	Founder Backlinko (acquired by Semrush), Popular Blog/YouTube, Speaker ⁵⁴
Barry Schwartz	CEO, RustyBrick / Editor, SERoundtable	Google Algorithm Updates, Search Industry News, Real-time AI Search Analysis	Editor Search Engine Roundtable, CEO RustyBrick, Speaker (SMX, etc.) ⁵⁴
Aleyda Solis	Founder, Orainti	International SEO, Technical SEO, Mobile SEO, AI & SEO Strategy Frameworks	Founder Orainti, Author, International Speaker (SMX, BrightonSEO, MozCon), Award Winner ³
Marie Haynes	Independent Consultant (formerly MHC)	E-E-A-T, Google Algorithm Analysis, Website Quality Audits, YMYL, AI Trust Signals	Founder MHC, Author, Speaker, Podcaster, Deep E-E-A-T Expertise ³
Cyrus Shepard	Founder, Zyppy SEO	Technical SEO, On-Page Optimization, SEO Testing, Site Architecture	Founder Zyppy, Former Moz Lead SEO, Speaker ⁵⁴
Lily Ray	VP, SEO Strategy & Research, Amsive Digital	SEO Strategy, Algorithm Analysis, E-E-A-T Application, AI Impact on SERPs	VP at Amsive Digital, Speaker (SMX, BrightonSEO), Data-driven AI analysis ³
Dawn Anderson	Managing Director, Bertey / Lecturer	Advanced Technical SEO, Search Analytics, Digital Marketing Strategy	MD Bertey, University Lecturer, International Speaker (SMX, MozCon, BrightonSEO) ⁶²
Cindy Krum	CEO & Founder, MobileMoxie	Mobile-First SEO, Technical SEO, SERP Feature Analysis, Multimodal Search	CEO MobileMoxie, Author, Speaker ⁵⁸
Jason Barnard	CEO, Kalicube	Brand SERPs, Knowledge Panels, Entity Optimization, GEO/AEO Foundations	CEO Kalicube (“The Brand SERP Guy”), Author, Speaker, Podcaster, Entity-based GEO concepts ³
Michael King	Founder & CEO, iPullRank	Technical SEO, Content Strategy, Marketing Technology, GEO/AEO Research	Founder/CEO iPullRank, Speaker, Author, Research on optimizing for generative experiences ³
Olaf Kopp	Co-Founder, Aufgesang	LLMO/GEO Strategy, Content Optimization for AI, Authority Building	Co-Founder Aufgesang, Author/Blogger, European perspective on LLMO/GEO ³⁴
Seth Earley	Founder & CEO, Earley Information Science	Information Architecture, Knowledge Management, AI Strategy, Enterprise GEO/AEO Foundations	CEO EIS, Author (“The AI-Powered Enterprise”), Speaker, Focus on enterprise AI readiness ⁶⁷
Craig Campbell	SEO Trainer & Consultant	SEO Training, Consulting, Practical SEO/GEO Strategy & Testing	Award-Winning Speaker/Consultant, Trainer, Focus on actionable tactics ⁵⁶
Danny Sullivan	Search Liaison, Google	Google Search Communication, Official Perspective on AI in Search, Helpful Content Guidelines	Google Search Liaison, Co-founder Search Engine Land ⁵⁵
Kevin Indig	Growth Advisor	SEO Strategy, Organic Growth, Market Analysis, Impact of Technological Shifts	Growth Advisor, Speaker, Former VP SEO/Content at major tech companies ⁵⁶
Jes Scholz	Organic Marketing Consultant & SEO Futurist	SEO Strategy, Future of Search, Organic Marketing Trends	Consultant, Speaker (BrightonSEO) ⁵⁸
Agency Leaders	e.g., First Page Sage, Intero Digital, etc.	GEO/AEO Service Implementation, Technical Audits, Content Structuring, Digital PR for AI	Leading specialized GEO/AEO agency services, developing practical methodologies ⁴

6. Conclusion: Navigating the Future of Search

The digital landscape is undeniably shifting away from a purely traditional SEO model towards an ecosystem where AI plays an integral role in information discovery and synthesis. The rise of generative AI tools, AI Overviews, and the increasing prevalence of zero-click searches necessitate a strategic evolution towards disciplines like Generative Engine Optimization (GEO), Answer Engine Optimization (AEO), and Large Language Model Optimization (LLMO). This transformation changes the core objective from solely ranking for clicks to achieving meaningful visibility and influence within AI-generated responses.

Expertise in this rapidly evolving field is dynamic and increasingly requires a convergence of skills. The individuals highlighted in this report represent a diverse range of influential voices currently shaping the understanding and practice of modern search optimization. Their collective work demonstrates that success in the AI era demands not only proficiency in foundational SEO principles—technical soundness, content quality, authority building—but also a deeper understanding of structured data, semantic relevance, conversational content structures, entity optimization, and the underlying principles of how AI systems process information. The future of search optimization expertise likely lies at this intersection, blending technical acumen, strategic content creation, analytical rigor, and an adaptive understanding of AI and machine learning.³

The field will undoubtedly continue to evolve at a rapid pace. The terminology may consolidate, new best practices will emerge, and the impact of AI on user behavior and traffic patterns will become clearer over time. For businesses and digital marketing professionals, staying informed is paramount. Continuous learning, experimentation, and closely following the research, insights, and strategies shared by thought leaders like those identified in this report will be essential for adapting effectively and maintaining a competitive edge in the increasingly AI-driven world of search. This list serves as a starting point for deeper exploration into the individuals and ideas shaping the future of how brands connect with audiences online.