In this episode of Chat With Sean, I’m joined by Dixon Jones, CEO of InLinks and Waikay, and one of the founding directors of Majestic. Dixon shares insights into AI visibility, entity SEO, and how brands can ensure their presence is accurately represented in AI-driven search results.

We discuss how AI is changing the way businesses are discovered, the importance of brand DNA, and how to optimise content for LLMs and AI tools. Dixon explains practical methods for measuring topical presence, improving brand representation, and avoiding errors in AI-generated outputs.

Dixon discusses:

- Building a knowledge graph and defining your brand’s entity

- How AI and LLMs interpret websites and brand content

- Measuring topical presence and share of voice

- How to structure websites, About pages, and content to improve AI accuracy

- Avoiding hallucinations and errors in AI search outputs

- Practical examples of optimizing brand visibility across AI models

Topics covered include:

- The evolution of entity SEO from keywords to knowledge graphs

- Using AI to evaluate brand representation and visibility

- Understanding the difference between share of voice and topical presence

- Case studies on brands and products with misrepresented AI outputs

- Prompt tracking, monitoring, and improving AI responses- Structuring About pages to guide AI understanding

- How businesses can maintain consistency and accuracy in AI-driven search

- Insights into workflows, technical setups, and AI experimentation for SEOs

- Lessons for agencies and consultants on building AI-aligned processes

Thank you to our partner, SEO Gets, the easy-to-use analytics and reporting tool for your GSC & GA4 data. Be sure to check out the tool and use code search10 for 10% off: https://seogets.com/