AI or Not, Authority Wins: Structuring Enterprise Content for Search and Sentiment
Enterprise SEO can get complex across multiple business units and AI-driven search. Joe Bare, Enterprise SEO Leader at LexisNexis Risk Solutions, discusses with Ruchi building authority in zero-click environments, navigating keyword governance, creating deep content, measuring LLM visibility, leveraging conversational search, and why SEO should be integrated from the start not added later.
Timestamps
| Time | Topic |
|---|---|
| 00:00 | Introduction to Performance SEO Unpacked |
| 01:03 | Guest Introduction: Joe Bear |
| 02:02 | SEO Authority and Its Evolution |
| 03:33 | Shift from SEO as a Performance Channel to Branding |
| 04:53 | Content Strategy for AI Visibility |
| 06:05 | Measurement and KPIs Beyond Clicks |
| 07:18 | Overcoming Keyword Cannibalization |
| 09:12 | Dealing with Similar Products and Differentiation |
| 10:53 | Creating Content for Conversational Searches |
| 12:18 | Managing Keyword Conflict Across Business Units |
| 15:12 | Leveraging Schema and Authority Building |
| 16:44 | The Role of PR in SEO Authority |
| 17:38 | Myth About Enterprise SEO Debunked |
| 19:40 | Wrap-up and closing thoughts |
“SEO isn’t just a checklist—it’s how you earn authority when AI decides what users see.” — Joe Bare, Enterprise SEO Leader.
What You’ll Learn
In this episode, you’ll learn how enterprise SEO is changing in an AI-driven, zero-click search world, how to build authority, embed SEO from the start, and manage multiple business units without keyword conflicts. You’ll also discover how to create deep, broad content that earns citations from LLMs, shift from gated to open-access content, leverage conversational search, measure LLM visibility, and strengthen authority using expert content, schema markup, and trusted third-party sources.
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