Nils Reimers: What Do SEOs Have Right (and Wrong) About AI & LLM Optimization?

Nils Reimers: What Do SEOs Have Right (and Wrong) About AI & LLM Optimization?

From Experts On The Wire (An SEO Podcast!) by Dan Shure (SEO)

March 23, 2026 · 1h 11m · Season 2 · Episode 3

About this episode

Nils Reimers discusses the misconceptions SEOs have about AI and LLM optimization.

Too many SEOs are guessing (or worse spreading known misinformation for LinkedIn clout) about what actually helps being cited in LLMs like ChatGPT, Claude, Perplexity, Gemini etc. Let's stop doing that - I wanted to talk to Nils Reimers, the inventor of "Sentence BERT" and an expert in LLMs, natural language processing and more to sort out truth from fiction. LOTS covered in this episode! Nils Bio (via Claude) Nils Reimers is the inventor of Sentence BERT, the research breakthrough that made semantic search scalable and now underpins how companies like Google, Netflix, and OpenAI understand and retrieve information. He currently works at Cohere, where he focuses on building large language models for enterprise use cases, including custom multilingual models for global companies like Fujitsu and LG. Work with me on SEO, AI Search, YouTube and Organic Visibility: ⁠https://www.evolvingseo.com/⁠ Covered this episode! Chapters auto generated by Riverside : 00:00 The State of SEO in the Age of LLMs 12:08 Understanding BERT and Sentence BERT 21:41 SEO Strategies for the Future 28:42 Cohere and Multilingual Embeddings 34:14 Re-Rank Models and Their Impact 35:31 Balancing Speed…

People in this episode

Guest: Nils Reimers

Topics covered

  • AI
  • LLM Optimization
  • SEO
  • Natural Language Processing

Keywords

  • Sentence BERT
  • semantic search
  • ChatGPT
  • Cohere

Mentioned in this episode

Products: Claude, Gemini, Sentence BERT, Cohere

Books & works: The State of SEO

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