Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast The biggest myth about AI search visibility
Feb 24, 2026
Thomas Peham, CEO and co-founder of Otterly.AI, builds AI search optimization tools for enterprises. He argues LLM-driven search can be influenced. He explains quick on-page tactics that get content cited. He urges teams to run experiments and founder-led sales to validate product-market fit.
AI Snips
Chapters
Transcript
Episode notes
Prioritize On Page Signals For Fast Wins
- Do prioritize on-page optimization for faster impact on AI citations since on-page signals produce quicker results.
- Peham reports on-page changes can lead to being cited in chat responses within a couple days, faster than off-page work.
Run POCs To Learn How Engines Cite Content
- Do run your own proofs of concept and experiments to see how AI engines cite content in your industry.
- Thomas Peham recommends familiarity with engine mechanics and hands-on tests because citation behavior varies by industry.
AI Search Systems Are Influenceable
- Large language model based search systems are influenceable and draw on web content when generating answers.
- Thomas Peham notes on-page signals can get content cited in AI chat responses within days, making visibility actionable.