Diversify your traffic sources - with Elena Dyulgerova

Katherine Nwanorue shares that the content medium you select should be based upon the content medium that your target AI platform prefers.Katherine says: “Multimodal content isn't new, but AI is going to make it non-negotiable.”How would you describe multimodal content?“Basically, it is content that exists across several mediums. We have audio, video, text, and images.For as long as I can remember, SEOs and marketers have always prioritised repurposing content across several mediums: you create a blog post, and then you transform that into video, and into infographics as well. That is multimodal content.”

One of the ways that you can teach AI about what you offer is to enhance your image offering. This is what Desmond Boateng advises.Desmond says: “Use visual commerce, which means using contextual images for e-commerce.Also, for any business that works with products, instead of using plain product photos, use contextual photos with different settings based on AI.”Is there a type of image that you would recommend?“I recommend using context-rich visuals.Think about lifestyle photos and AI-generated product imagery that make the online shopping experience more engaging and trustworthy. That could be 3D renders or lifestyle photos, or it could be using AI to create video based on those high-quality images.

Myriam Jessier highlights the importance of ensuring that machines truly see the precise nature of your products.Myriam says: “Everyone is slowly coming to realise that SEO is changing in many different ways.My tip is to make sure that your brand and your products are machine-readable, because we're dealing with multimodal search now. That means I can take out my phone, take a picture of your product and say, ‘Is this vegan?’ - and I will get the answer right away.SEO is entering the outside world, beyond the web.”

Kirsty McLellan shares that it's key to stop designing SEO pages as AI encyclopaedias — and start designing them as human experiences. Talking points include: How do you design pages for AI and humans? If you design for humans are you less optimised for AI? Can you design separate pages for AI and humans? What does the optimum combined optimised page look like? Is it worthwhile to still optimize for humans? Are humans still visiting websites? What are the metrics to measure success?

Tory Gray highlights that community blends the worlds of AI and SEO together. Tory says: “Drop the AI and SEO binary and redirect that effort into tactics, including community-building tactics, that increase visibility across both platforms.” Are you saying that anything you do for SEO is naturally optimizing for AI as well? “Not inherently everything, but there is significant overlap. It’s similar to local SEO versus traditional on-site SEO, or perhaps SEO for Bing versus Google. We might be measuring the same tactics, but they can be measured in different ways, and we might value those tactics differently. There may be changes across what we do for those platforms, and we can and should be thoughtful about how we do that, but there’s a significant overlap and work that benefits both.

Jon Mest shares that AI needs human interaction in order to be confident in the authority of recommendations. Jon says: “User intent matters more than ever in AI search.” How do you determine what the user intent is in AI search? “So much of traditional SEO is about building your backlink profile, making sure that other reputable sites reference you, and making sure that other people say that you are who you are and you're authoritative. That still matters, but more so now than ever. When the AI thinks about who to recommend as a brand, they care about real, actual humans saying you are a good brand. That is things such as Reddit, Quora, and YouTube comments. It includes case studies, user testimonials, review sites, etc. Those all really matter to the AI when they think about how you should be referenced as a brand.”

An extremely popular community platform in 2026 is Reddit, and building your own branded subreddit is something that Chris Meabe recommends. Chris says: “Make your own branded subreddit. The fact that Reddit is dominating the SERPs right now is something that everyone is noticing, even people who aren't SEO specialists. It's a really fast and underappreciated way to start ranking for a lot of high-difficulty keywords, and it doesn't have to be too difficult either.”

Erin Simmons shares that, although AI is important, users still rely on communities to assist with the final buying decision. Erin says: “In 2026, we’re already starting to see that AI is where people start their research, and community is where people make up their minds. Therefore, in 2026, the smartest SEO strategies are going to optimize for both.” Is it becoming the norm for people to use AI for search? “People are getting AI more directly in their faces through things like AIO, but I don't think that the average person is going to ChatGPT or Perplexity specifically. If your demographic is my mother's demographic, I know she's not going to ChatGPT. However, she does use Google a lot, so she is experiencing AI Mode.

Richard George shares that content decay, where website content becomes outdated or irrelevant, negatively impacts user engagement, SEO, and brand reputation, and requires practical strategies and tools for identification and management to keep content fresh and effective. Talking points include: How do you identify ineffective content? What metrics do you look at? What has the zero click serp done to identifying this content? What do you do about it? Should you delete old content? How does this feed into content strategy?

Andrew Stubbs suggests that, once you understand your consumers, you should be ensuring that your content is structured appropriately to be featured by AI search engines. Andrew says: “There is a growing need to understand an awful lot more about consumer activity in terms of where they're actually searching. People used to go on about voice search, which is obviously important, but now you should really be trying to own the answer layer. By that, I'm referring to AI citations and references. When I type something into Google, I generally go to two places. I might go to Google to ask a question and get an answer, or to help me on my fact-finding or information-gathering journey. Otherwise, I'll go to ChatGPT, Claude, or any of the other AI engines, and I'll ask them for their recommendation.