When Visibility Backfires, Managing Brand Sentiment in the AI Search Era

Enterprise SEO is shifting from rankings to AI-driven visibility. On Performance SEO Unpacked, Ruchi Pardal speaks with Daniel Horowitz about how AI, zero-click search, and LLMs are reshaping brand discovery and trust.

Daniel shares how an SEO pilot at Informatica drove 500,000+ impressions in Google AI Overviews and why SEO now centers on topical authority, internal linking, and AI discovery.

TIMESTAMPS

Time Topic

00:00

Introduction to Enterprise SEO and AI Search

02:08

Building SEO Strategy Through Cross-Team Collaboration

03:34

Earning Executive Buy-In for Enterprise SEO

05:17

Using AI Visibility to Improve Brand Perception

08:22

Share of Voice Analysis with Google Search Console

09:44

Managing Legacy Content for AI Search

11:45

How SEO Earns Executive Visibility

14:50

Enterprise SEO Checklist for AI Search Readiness

15:39

Using Custom GPTs to Scale SEO Workflows

18:07

Controlling Brand Narrative in AI Search

20:26

Becoming the Source of Truth for AI Search

21:01

Why SEO Deserves a Strategic Leadership Role

22:30

Enterprise AI SEO Myths and Best Practices

Apple

Spotify

“SEO today isn’t just about ranking; it’s about being understood by AI systems that decide what gets seen and trusted.” — Daniel Horowitz, SEO Strategist

WHAT YOU’LL LEARN

In this episode, you’ll learn how AI and zero-click search are transforming brand visibility and why enterprise SEO must evolve beyond rankings to stay relevant. You’ll also discover how to build topical authority, improve internal linking for AI discovery, and align SEO with product and content teams to drive measurable outcomes. Plus, learn how to use pilot projects and data to gain stakeholder buy-in, manage legacy content effectively, and turn SEO into a strategic growth driver in an AI-first search landscape.

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