WHERE THE PUCK IS GOING IN AI SEARCH

Summary from the TLDR Marketing newsletter

AI search has commoditized first-wave SEO and AEO tactics like listicles, schema, and scaled content. These are easy to replicate and no longer create an advantage. Platforms now prioritize signals that are harder to fake, like verified reviews, creator endorsements, and community presence. These signals shape how brands are evaluated and cited. Companies that build credibility beyond their own sites have a clear advantage, while those relying on content alone fall behind. Over time, visibility concentrates around the few brands that consistently earn trust, not the ones producing the most content.