SEO metrics are shifting; AI search is the reason. In this episode of Performance SEO Unpacked, host Ruchi Pardal is joined by Chris Reynolds of Indeed to unpack how authority building, brand mentions, and AI-driven visibility are reshaping the SEO landscape.From discussing why link building may no longer be the gold standard to measuring impressions and citations in generative search tools, Chris lays out the emerging playbook for brands navigating this transformation. The conversation goes deep into how informational content is becoming a brand-building activity and why mentions—across third-party sites, niche blogs, and even Reddit—are the next frontier.Listeners will get a firsthand look at how enterprise SEO teams are recalibrating their strategies, KPIs, and tool stacks for the new AI-first search era.👤 Guest BioChris Reynolds is a seasoned SEO expert currently working at Indeed in San Jose, California. With experience across organizations of all sizes—including eBay and global teams in Zurich—Chris brings a wide-angle view of how SEO is evolving. He focuses on authority building, mentions tracking, and performance measurement in AI-powered search environments. Connect with Chris on LinkedIn📌 What We CoverWhy informational SEO has always been a brand-building activityMeasuring authority through impressions instead of trafficThe rise of mentions over links in AI-generated search resultsHow SEO integrates with PR, social, and paid media strategiesBrand visibility in tools like ChatGPT, Perplexity, and GeminiTools like Profound, ZIP Tie, and SEO Clarity for tracking AI search visibilityUnderstanding RAG (retrieval-augmented generation) and offsite content influenceUsing real and synthetic prompts to plan SEO strategy for LLM surfacesWhy sentiment analysis in AI SEO may not work the way we expect🔗 Resources MentionedProfound – LLM rank tracking toolZIP Tie – AIOS surface visibility trackingSEO Clarity – Enterprise SEO platform with AI visibility featuresClaude – Anthropic’s AI model, praised for coding capabilitiesChatGPTPerplexity AI – AI search engineGemini – Google’s AI platformLearn MoreResultFirst: Visit for more SEO tips and strategies.Connect with Ruchi Pardal on LinkedIn for a conversation about SEOIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to Performance SEO Unpacked for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers! Let's keep the conversation going—connect with us on LinkedIn and join the community of enterprise SEO enthusiasts.

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