When Visibility Backfires: Managing Brand Sentiment in the AI Search Era

About this episode

This episode discusses the impact of AI and zero-click search on brand visibility and trust, featuring insights from SEO strategist Daniel Horowitz.

Performance SEO Unpacked brings together host Ruchi Pardal and Daniel Horowitz, an SEO strategist known for building scalable, business aligned growth across enterprise, SaaS, and startup environments. This episode explores how AI, zero-click search, and LLMs are changing brand visibility and trust. Daniel shares how an SEO pilot at Informatica, built with product and content teams, drove 500,000+ impressions in Google AI Overviews and why enterprise SEO today is about topical authority, internal linking, and AI discovery, not just rankings. They discuss handling legacy content, aligning cross-functional teams, and correcting the signals LLMs pick up from years of documentation and product messaging. Daniel also connects lessons from scaling SEO at SimpleTiger and working with brands like Shopify and KEEN to enterprise execution today. This episode is for SEO leaders and marketers focused on driving real business outcomes in an AI-first search world.. ㅤ 👤 Guest Bio Daniel Horowitz is an SEO strategist driving scalable growth across enterprise, SaaS, and startups. At Informatica, he leads SEO focused on topical authority, internal linking, and AI search visibility, including…

People in this episode

Host: Ruchi Pardal

Guest: Daniel Horowitz

Topics covered

• AI search
• brand visibility
• SEO strategy
• cross-functional alignment
• content management
• topical authority

Keywords

• AI search
• SEO
• brand sentiment
• zero-click search
• topical authority
• internal linking
• legacy content

Mentioned in this episode

Organizations: Informatica, SimpleTiger, Shopify, KEEN, Segment, Synopsys, Vendavo

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