How to Communicate and Sell AI Search Optimization (GEO, AEO, LLMO) to Decision Makers

How to communicate and sell AI search optimization to decision makers. It's something that we need to do as SEO or AI search optimization specialists all the time. Those decision makers who are not technical, who are hearing about this topic from everywhere, a lot of information also coming from social media many times that might not necessarily be accurate. To tackle this topic, I have invited SEO friends from different areas. Jack Murcimsek, who's an SEO and search optimization consultant. Gospel Oja, who works in-house, and also Adele Keahu, who works at Similarweb, that is actually coincidentally our series sponsor. So thank you. Thank you very much, Adele. And thank you to Similarweb for sponsoring Crawling Mondays AI Search Optimization Series. And to start already, I would love to hear about the top mistakes that you see people doing or falling into, or that you hear about, and the ones that you usually tend to have to clarify to decision makers about AI search optimization, especially when communicating what it is or how to tackle it and when selling it internally or externally.

I think it costs. Now, this is all anecdotal, right? Because we, we hear stories from different places and of course you would think that If your team is doing a certain way, we are having conversations. So you're doing quote unquote the right way, or at least the way you believe is the right one. But I do keep reading stories about business owners or people that are just searching their own accounts and looking for their own companies that after a few prompts or a few weeks, it has all that memory. It will say good things about you. It will, you know, it understand the context of who you are. So you end up showing up more, and that doesn't mean that it's showing up for your customers, your clients. I see people picking keywords instead of prompts, which I'm a bit on the fence of. Is that really useful? Does that represent in any way the type of answer you would expect? Because when you are prompting yourself, you go through the detail and you really want to find that answer. When you are just putting something to track, You might not think with the same accuracy or with all the same detail, but we should. And potentially, this is a guess, but I imagine that people that are using all sorts of tools for this, they probably have some bias around the prompts they select. So maybe 2 or 3 companies that are in the same niche, they're all saying they're number 1 because they picked the prompts that they are already ranking well for or the prompts that matter the most. for them. So they might just be, you know, giving themselves a, you know, that Obama award, that meme that gives himself a medal. I would imagine this might be happening in a few places because we don't have that keyword volume to use as a benchmark anymore. People could just be dealing with some of these mistakes.

I would say from a platform point of view, we talk to a lot of decision makers at the end stage of processes and These people are confused still. They're lacking in trust of what people are telling them because, like Gus said, there's lots of different things written in lots of different places. And they're hearing that from their teams, from external influences, from, you know, places like G2, Forrester, analysts. Everyone has an opinion and somewhere that they go for information. So I think one of the mistakes we see is that internally or as the agency that people are not owning the conversation in the way that business decision makers want it to be owned. Kevin Indig did a great talk about this a couple of years ago at Tech SEO Connect about how communication is one of the really key elements in growing the role of SEO upwards. And there's a lot of complexities at the moment. There's a lot of things that are unknown. So communicating that effectively, but in also in business language. So. You said it, Aleyda, we don't have the same necessary KPIs that we had before. So traffic isn't quite as large as it was. Some people were going off traffic, calling it a vanity metric anyway, but business owners generally equated traffic can give them visits, which can give them conversions or leads, whatever that is. So being able to start that conversation in what visibility can give you, it's a mixture of a performance channel and a brand awareness channel and making that super clear and being able to set those expectations that some of it is a little bit, not necessarily immeasurable at the moment, but it's a different measurement. If that's not communicated really clearly, that's what we see at the end stage of businesses wondering whether they should invest in tools, whether they should invest in this in a practice or people to actually do it for them. So that's one of the things that I really notice.

I definitely agree with Gus and Adele. I've been seeing these patterns on my own projects and client communications. One of the other things that I can add to this from the SEO consultant's point of view and the partnerships I kind of pursued during the different SEO projects and budgets. I actually noticed that some of the decision makers are not even aware of the jargons that we use. Like, I think one of the really important things is that we need to also naturally educate the decision makers we are in touch with. Uh, with our ways, like for example, they heard about geo or AEO optimization or LLM citations, but they actually might not know about their actual meanings or in action. So maybe rephrasing our words like getting recommended by AI instead of geo optimization or showing up when customer asks about your brand in AI results, et cetera, and showing them exactly during the meeting that with the live examples, it actually made a difference for me. And from other point of view, because I was also in-house in the past and it's a big global company, but also my manager was decision makers for the platform or subscriptions, et cetera. So when it comes to AI platform subscriptions or any other tools, the big companies are always asking and not always looking for pricing and budget, but also looking if it's an actionable tool, like it can actually action something from the tool that you are using, even if you don't have SEO in the house or someone else or AI optimization consultant. So your SEO consultant can use it quickly, or if you have like data and privacy and documents. So I think making sure that you are becoming a trusted resource for them as well from the AI tool point of view, it's also Really important because it makes us as consultants' job easier and to be able to start a project. I may need the clients to subscribe to a new tool, maybe because maybe they don't have it. So those things are actually making my job easier too, to convince them.

At the end of the day, this communicating and selling internally AI search optimization has been largely still so far, I believe, dependent on the base of how well we have been communicating and evangelizing about SEO internally, whether in-house or with our clients. So if the decision maker was already on top of things of what we are doing in general, what we were achieving, what this was about, what we were doing, whenever someone else externally come to pitch them whatever, they already understand or might think that there's something off and they already know that they have someone internally they can trust. And ask to validate, right? What I have seen that there are many challenges of many new platforms that are very AI search focused. Many professionals who are very AI search focused start offering quite a few things that were already in progress in many, many occasions, but labeled a little bit differently. An example of this, a platform saying, oh, your content is invisible to LLMs, to AI crawlers, because They have this overreliance on JavaScript and we are going to make this Content-Aware friendly. But you know that we have been asking for an SSR implementation that had been in the backlog for quite a few times. And also there had been some efforts trying to go for a prerendering solution, which is pretty much like the same thing that you're offering with your platform, but labeled in a different way.

It's the same.

But I believe that the problem here is that unfortunately Historically, we in SEO have had issues on getting what you mentioned, Adele, like the communication of our efforts, because many times are very, very technical, very tactical as well, to the C-suite, to the higher levels in a, in a way that they understand. So whenever someone comes externally, especially to pitch to them or other areas saying X or Y, they have already some sort of understanding on one hand. And on the other hand, they don't need to know every single detail, but they Need to know that they have someone internally already in charge of it and someone to trust to refer to. And for that, something that has been very, very useful for me has been trying to be proactive. So before they even ask, in my SEO reports, dashboards, and so on, in the communication that I have been already having with clients, I am already adding and mentioning how whatever we have been doing with traditional search efforts already ties well or already benefits AI search visibility and impact and business in these and these other ways. Depending the stakeholder who are going to read or see the information or the documentation that I will share, it will be more or less technical, but it will show the impact of what we're doing, not only for traditional search, but also for AI search. So whenever the questions come externally or the actual need arise, Even if they haven't asked before, they already know that, oh, the SEO consultant or agency or in-house especially has been doing something that already ties well, already benefits also AI search optimization impact. And that is important. Another very important point that you have also touched in the past is how we don't only need to shift necessarily the way we track, but also the way that we communicate the sort of impact and the role that each activity has, because we know that with AI optimization, it's not only about purely performance, but also the role of branding. And that is a little bit different because historically, again, in traditional search, we have been very focused on the performance side of things. But now since AI answers perform pretty much as a recommender or recommendation assistant, We need to also take care of, even if it doesn't produce directly a sale or a click or a traffic, how we are displayed, how the brand, it's formatted or the characteristics are specified, the sentiment and so on, right? And it is related to the unique selling propositions of the brand as well. And that might be something new and different and a little bit more complex for us to deliver and explain later on or report on. But there, there have been areas already working on that for years, like digital PR, for example, that we should definitely align. And it only makes even more important that we align with many other areas that we should have been working on in any way so far, like community management, social media, influencer marketing, and digital PR. But now it becomes a must because most of the citations come from third party as well. I would love to hear. What are the steps that you take with the criteria and the actions that you try to ensure to follow in order to communicate and sell well AI search optimization in a way that is consistent, that sets the right expectations as well with decision makers?

I think I have a good example just going through you, both Yamur and you, Aleyda, mentioned about the jargon and educating clients. I think there's some steps that even working in-house that you have to take. And as I was like shopping around and playing with all the big players have, um, an, an AI tool now, you know, give a list of prompts and all of that. What, what I find really interesting that works both with people that are, that are not SEOs but are involved in the process and for SEOs to move things forward is, uh, those reports that are summarizing, uh, the perception of the brand, right? So you have all these different websites that are saying that your brand or your product or your website. Are good for A, B, and C. And I think there are two steps here. I was doing that that exercise for one of the websites that I manage, and it was saying a few things that it was almost a fact checking. Was saying that we we didn't have a certain feature, which we do have. It's not quite visible as it should be. So now the solution has two steps. One, you have to actually make that feature more visible. So I worked together with the product team. and engineers to say, hey, we need to build this. And so you go all the technical side with engineers and APIs and different teams to make sure that something can be built and it's working. And then you have to quote unquote teach the LLMs about what's happening there, right? And that might be the case for a lot of other companies. So if it's saying that, you know, people don't like your brand of sunglasses because you don't have easy returns, it's like, oh, That is a bad perception. We don't want people to stop buying because the return process is complicated or the shipping is complicated or anything that might block someone from buying it. Maybe they wouldn't notice before if they were just on traditional search, but they do notice now because LLMs are summarizing all of that information. So it's not just, oh, I need to optimize my websites to say that. I really need to make a change on my policy or a change on my product to convince the model. And then I need to go and convince the model that this change is a real change. It's not a— the information I had before is not a reflection of what we do now. And I find this just fascinating to have a pretty bird's-eye view of how people like your brand or your product, something that we wouldn't have before. And With that comes a lot of education for clients and a lot more integration. Things that we should have been doing all along, better branding, social media, all of these things that maybe we will neglect at some point and just say, oh, this belongs to a different team. Now all teams have to work together to, to improve that perception and change the results.

Yeah, I definitely agree, Gus. Also, I think one of the things that have been working for me and An SEO consultant point of view, not many brands that I'm in touch with are kind of ready for sparing budget for AI optimization yet, because let's be honest, not all of us have like big companies for clients. When it comes to smaller companies, I kind of started creating different packages so I can actually start the communication with them. And then in time they can just make sure that they understand me correctly and then They need my service and consultancy because no one is actually doing it internally, et cetera. So for example, the decision maker, the C-levels or seniors don't have time to understand all the data we provide them, even if we provide the audit for free, which most of AI tools actually are already doing. Like, oh, get your free report from the Paydit. And then, you know, someone leave their emails and then you get the report. But what's next? Sometimes overwhelming for those decision makers and they actually care about their numbers, but when it's summarize maybe because they sometimes only have one slide to showcase to their seniors and to tell about this story at one slide. So I decided to do different packages for clients. If they're saying, oh, we are not ready for this budget yet for AI optimization, I was like, oh, okay, that's fine. Then let's do this as an insurance perspective. So maybe every month or every 3 months, I'm going to provide you a full AI audit and then give you the action points for your SEO team, or I'm an SEO consultant, but then I'm putting myself into different shoes and saying, okay, if you already have an SEO team, I'll give you the AI action points and then you will follow the steps. And then actually on the second month after I provide the actionable insights, they were like, oh, we have an SEO team, but we are not actually on a capacity to do these changes as well. So maybe we can outsource this. So then They, they start the conversation and we build it from there. And that's why I think providing them the most accurate services structure that you can actually maintain could be one of the things. It doesn't have to be one big project or the big contract. We'll keep the momentum going with them, the conversation.

That is actually why I started to add this AI search, let's say, layer of information whenever I presented our Generally, decision makers are pretty high up in the organization and they, with AI, have 2 different approaches.

One is a FOMO that they are already wanting to be there. Why aren't we there? What's going on? I need to be there. So they're already sold in. So you mentioned it earlier, Aleyda, like you struggle to get FCO projects over the line. You say that their AEO all of a sudden tick. So it's like, that's something for people to take advantage of. The second is for the more skeptical, for it's maybe it's not the right time, maybe it's not time yet. So generally these people are quite competitive driven or they're driven by what's happening within their own industry. So I think making everything as bespoke as possible. So not only showing, Jagmohan, you said like every tool, and by the way, I looked on G2 earlier today, there's 600 AEO tools now. So this is an exploding market. And those are only the ones that are listed who've had reviews. There's plenty more because actually it's not that difficult to make a tool that if you make up prompts and then you record the answers, that's not difficult. There's, I won't get into how we do it. We do it very differently at Similarweb, but overall there's a huge saturation in the market, which plays into why people are confused. So playing to people's competitors rather than just looking at yourself, what's your visibility in isolation that isn't going to tell decision makers that much. What's their visibility in comparison to their competitors and maybe some new competitors that they didn't know they had. So always bringing something new to conversations of these are your competitors in SEO. However, in AI search, we see they're a little bit different. Maybe they're more product related. Maybe they're more publisher related, whatever that is. And bringing insight that way to be able to educate people on their own market, I think is really, really important and having a new channel to do that on is an advantage to be able to increase your scope of work and increase your scope of influence. But essentially it comes down to the same thing, competitive benchmarking, industry analysis, and ideally bringing it in line with other channels as well, rather than just looking at it in isolation.

I love how you brought how useful it can be to Talk about competitors because I have seen so many times that working pretty well. It shouldn't, but it works pretty well when trying to move the needle with SEO initiatives, right? Oh, your competitor is already getting featured here and showcased here. It's clear that they have already implemented this or optimized this that we have been recommending since a couple of years ago, and that is how they are ahead. for these topics as well. And thank you also for bringing the topic regarding this FOMO going on in the industry, especially for decision makers that are asked and like public companies and, and so on, right? What are you doing about it? Like, how are you tackling it? There, there is this tendency also to try to move fast and do a lot. And, and many times, unfortunately, that means doing things that potentially will be unnecessary many times if you don't validate well internally what is going on. And then you realize like why you are trying to buy this platform that does this, that we are already doing, or we have already this for this other area of the site anyways, just to configure it differently, or pinning up this new report or this new dashboard, this new area of the platform that we are already using rather than buying one completely from scratch, things like that, right? So I truly believe, and one of the things that I would highly recommend to the audience again, and I would like to double down because I touched on this very quickly before. It's like the importance of internal evangelization, internal training. I have done at least 3 or 4 webinars, internal webinars. I have done them in companies that have their own in-house SEO team and they work with also agencies in many cases, but I am one of their consultants, external consultants that they work with for a few initiatives and projects and markets. They prefer to bring in external people to teach internally or to evangelize internally and communicate internally because it's something that of course they already know and they have been already trying to address and communicating and, and preaching for a long time. But this external source can validate and show that it's not an echo chamber type of things or trying to sell themselves internally. But this is what is happening in the market, right? And this is what is really going on. This is what is reasonable and what is not. And this is what you should avoid to not fall into the trap of overspending or trying to do a lot of things that don't actually matter in a way that will generate a positive ROI as you expect, right? So I would recommend to, yes, double down on communication, evangelization, doing webinars across areas to decision makers as well. And if you have, or if you work with external consultants and collaborators, to ask them to do this as well, because it sort of validates and they see that it's not only you trying to keep something or to bring something because it's of the benefit of your own area, but it's what is going on also bringing insights from all the different markets for which, by the way, SimilarWeb is super useful as well to bring all of this external data points too. I would love to hear your thoughts about the resources, speaking of SimilarWeb and the many tools out there. So there has been all of this boom of tools focused on AI. Also, very reasonably as well, a lot of the SEO tools that we have been using for such a long time also open up AI search related features. There are many resources, free, paid, et cetera. I would love to hear what are the resources that you like to use for this. To communicate, to show value, and to sell internally. Like Similarweb is a great one, especially because of the benchmarking and to be able to show AI traffic from other sites and to show like the correlation and the trends consistently across not only for your own site, you have that data internally, but for other players. Also with the AI prompts sampling as well to use as an input, as a validation as well of the questions that you're seeing. Thankfully, we now have more and more also first-party data thanks to Bing. I know that the Google Search Console has their GenAI report in search, but it's like very basic, let's say, without prompts, without topics, without clicks even. You can come up with some correlations, of course, with the impressions per pages, but the player who consistently delivering more first-party insights has been Bing and Microsoft through the Bing Webmaster Tools and Clarity?

One of the places that I'm using the most, I mean, on top of all the tools, and I can mention a few later, but I'm really relying on bots data. So, let's say, ChatGPT user, it's one of my go-to resources. Like, if you look at a website the size of Indeed, which, you know, millions of sessions every day, it's It's huge. There's no way we could cover not even most of it with prompts. So you need a broader view. We do use SimilarWeb, but like, I personally like ChatGPT user as one of the sources because they, you know, it gives us some volume and, you know, easier to slice and organize and give you a a good view of what's going on. None of the data sources are perfect. You know, getting a hit from ChatGPT doesn't mean it's actually being used in an answer, but it's still directionally, I think it's useful to understand how things are moving. And yeah, Adele mentioned the 600+ tools that are on the market and yeah, It's a bit crazy. I think probably all of us get pitched a tool every other week or to try or to give review or to promote or something. And it's, you know, it's just too much. So I'm just sticking with a few of them. I like Profound for the citation categories, gives me like a view where the citation is coming from. Is it from the channels that I own, from social media, from somewhere else? It gives you like a good direction in there. I do like on SE Visibility as well, the report with the sources, it can give you the URLs and like a summary of the domains that are being used as well. You know, in a lot of cases, like if it would be much harder to get a mention on a specific URL, but you might get a mention on the domain on a new article or new page that they cover that same topic. Again, not exactly the same, but it's more realistic to influence a new article on an online newspaper than to get a journalist to update something from 2 years ago.

I have a lot of resources I've used until now in different places. For example, when I was at the agency side, we had more budget, of course, for tools like Similarweb as well, Semrush, Ahrefs. And also when I switched to in-house, obviously we use more tools. Along with other agencies' accesses as well, but it was really hard for me to get subscription internally because of the decision processes and the legal teams, etc. But when I switched to freelance, obviously the budget became really important for me because not all my clients are willing to subscribe with their own budget or to their own tools, so they sometimes ask me to include the tools, but just within the SEO package. So then obviously I have to subscribe to the tools, but within the last couple of years, I've used a lot of tools like Waik as well, but now GeoGenie. Funny enough that I met GeoGenie's founder at Search and Stuff Antalya last year on their conference. And then I started giving SEO consultancy for the tool. As I use it, I give him feedback.

Guys, I would like to highlight 2 things, right? Like the first. What you mentioned regarding log files, it's fundamental to understand indeed, not only how AI bots are actually accessing the content of our site, if they're having issues, challenges, errors, and so on, to see what we're blocking or not. We might have like a, a few surprises in many occasions, unfortunately, because of configurations that we're not aware of. And then the other day in one of the sessions here, Chris Green was mentioning something that it's completely reasonable. And I'm now, I'm paying attention. It's like the correlation of the content that gets crawled a lot by AI bots and then how they are surfaced and showcased in answers. Of course, source that I am using more and more for AI bots access and understanding is Clarity. Clarity has a section, a new report. that showcases that because unfortunately across many, many scenarios, having access to log files through the web server or CDN is not doable. And especially for small players as Jack Moore, like if you have an enterprise type of organization using Akamai or Cloudflare and so on and getting access or reports, so like it's much more feasible, but for smaller players. They don't have technical capacity to do that. Again, Clarity from Microsoft allows you to see the bot's activity. If you are returning errors, where are the errors, the pages are surfaced the most, and so on. So very cost-effective way to have an easy tool to configure as well for you as a website. Indeed. And what you mentioned, Jack Moore, regarding so many tools, and honestly, like a lot of them are doing the exact same thing, a very similar, like in different ways, but very similar. They overlap. Like honestly, I, indeed, I like to have like tools that allow me to understand and track. So for example, I love SimilarWeb because I use SimilarWeb for many other purposes and it's just an extra section that you have in there for AI tracking, AI traffic, and also AI recommendations. You mentioned something that I also use YK for, that is the recommendations, the understanding of, okay, There is a visibility. This is where citations are coming from. So why does this matter? And a few tools that are actually doing this, going the next step of like how to close the gap or to understand or getting the data or the insights in order to take the next step in the process. And that also is provided by SimilarWeb and YK.

Ironically, one of our most used products at the moment is our AI traffic checker, and there isn't that much traffic that comes from AI. But everyone is obsessed with the traffic that does come from it. We saw from it, I think it was May 7th, ChatGPT changed something and there was 3 times as much traffic, but still for sites that probably makes up maybe a percent of their traffic, but that is something that people absolutely love. So that's one that I think people, when they need to think, oh, this is a new world, they need to think of old metrics. That's one that connects with together and resources looking at it slightly differently. I think there's lots of great studies that are coming out at the moment, like Jagmore, your Search and Stuff conference with such amazing speakers. Like if people are going to these places, reading your newsletter, Aleyda, keeping up with the industry because it's changing so quickly. I really think that that's part of the job at the moment to be able to quote things, quote data, quote other people to have as backup. There's maybe like 2 things I'll just share from recent similar web studies that we're, we've either launched or about to launch. One is that we looked at this year versus last year and search is up 2%. So search is still growing. People are still asking traditional search engines lots and lots of questions. AI is up even more, but they use that for lots of different use cases. And then we looked at the downstream impact of GenAI. So if you're visible, We looked at 3 different industries. There were commercial industries, so beauty, finance. If you're visible within 7 days, the brands that were visible were 2.5 times more likely to receive visits from other channels than the brands that weren't mentioned. And funnily enough, the majority of the traffic that got to the website came through search. So even if people are still using AI for something, They then go back to good old SEO to validate, look at where they should be going, and that fills the end of the journey. So I would also say keep up to date. There's loads of great studies from many different places at the moment. So keeping up with the data, so you always have industry-wide benchmarks to back up whatever you're doing as well.

Amazing. To start wrapping up, I would love to hear your last tip, anything that we haven't mentioned yet, something relevant, meaningful, useful for the audience that you would like to share, to provide, that you think that can be valuable to communicate and sell AI search in a better way to decision makers especially?

Yeah, I think if people are starting to get hands-on with AI search, it might be a little bit overwhelming, all the terminology and all the things, the tools, everything that's happening. So Do try to start small. I wrote an article on Search Engine Land maybe about a year ago called Small Tests to Yield Big Answers on what influences LLMs. And I'm just trying like small different things. I put something on my website on a page and wanted to see if ChatGPT would start mentioning that. And it did start mentioning. So, you know, you can do small things to see, oh, this does have an impact. And so maybe you would do something that is a little bit bigger now and you, you know, you test and you grow instead of, you know, we need to change everything, all the perception right now, being every single channel, track everything. You're just gonna have a lot of things in front of you, gonna run a lot of lanes, but you're not gonna finish any race. So if you're overwhelmed, just pick one thing, learn about that one, test that one, and then you move to Whatever comes next.

Obviously we talk a lot of amazing stuff, but I think one thing that sometimes works for me is that I immediately, if I start any communication with a potential client, I immediately ask about their, uh, what's your H1 or quarterly, um, aim, or if you have a new product launch, or, you know, what's your really H1 focus for as a business for the revenue. And then if I hear something like topical, like category or product feature, et cetera, then I start creating the whole SEO and AI journey considering their next 6 months targets or need kind of campaigns, et cetera. Because one reason is that they already spent, uh, spared a budget for that, uh, for their H1, and they already started doing PR activities or, uh, paid marketing or social media posts, et cetera, which will help your AI visibility. But also they will be more willing to give you that SEO and AI budget because it will also help their H1 target to be achieved. So it's kind of, it's really helping you to convince them to kind of start this journey with you on this particular campaign topic. Let's say I call them as an SEO campaign, but under one website, but just focusing on one niche area under the same brand. So that it will help you overall. So yeah, and then it actually helps me to also focus on my strategy and get some insights from the paid team as well. Do the paid versus organic optimization, including AI now. And also talk to the product teams and get some more insights for social visibility too.

Yeah, I'd jump on that and say SEO should definitely take ownership, but they shouldn't work in isolation. So. When we see things getting signed off, it tends to be more than one team involved. Jagma just mentioned paid. Now there are, I think it's, we just looked, 26% of logged out conversation paid ads are appearing. So you've got 2 performance channels there which can team up together. You've also got PR, you've got, it's a brand channel as well. So making sure that you have the right people in the room and you're making those right relationships now and those workflows. Will really pay off in terms of getting sign-off budgets and whatever you need and success in your strategy as well.

Let's remember that at the end of the day, decision makers care about the business and the money and the impact. So as long as you communicate things in a way that they understand, connected to that ultimate goal that they have in terms of business and growth, and you're able to communicate the efforts that it will take from you to do. In order to perform and achieve things, it should be good. It should be okay. Avoid technicalities. Avoid also making it overly complicated. Try to show how it aligns to all the initiatives that you already had going many occasions as part of your traditional SEO process. And just, it's about just to reprioritize many things that had been on hold because of lack of resources, other priorities, and so on. And try to get 100%. The other channels specialists on board because this is something that they actually should care about. The PR specialists should also very much care how the brand is displayed in AI answers and they are likely already pitching things. So why not just aligning to what they actually care about? The social media team, the community management team, they already are very likely having some contributions and activity across many of these top platforms anyway, why you don't just align with them to understand what sort of activity, what is their plan, the editorial calendar, and so on, initiatives. So you can reprioritize accordingly and help each other, right? So it's about also alignment too, and show how what you do will also have an impact across many different areas. So it should be a win-win to get support. faster as well. So thank you. Thank you very much, Jagmur, Gus, Adele. It has been super valuable. I really appreciate your feedback, your input, all of the insights, all of the tips that you have shared. As you see, they have tons of experience. So of course, follow Jagmur, Adele, and Gus over social media. They're also publishing new guides. Jagmur has also her own events, Gus as well. Adele is always sharing new insights from the similar web platforms. So highly recommend you to follow them too. And thank you very much for watching our today's episode. Remember to subscribe to the channel if you haven't yet to avoid missing out any new edition. There will be tons of more share in the upcoming weeks. Thank you very much. Have a good day. Bye-bye.