Lily Ray on the AI Search Tactics That Will Bite You Later

There's a lot of noise right now about how to show up in AI search. Listicles, prompt injection widgets, fake expert commentary — a lot of it is working. For now. Lily Ray (VP of SEO Strategy at Amsiv, named #1 most influential SEO expert by USA Today) has spent years doing recovery work for sites burned by past algorithm updates. That gives her a very different take than most. In this episode: 00:00 – Intro 02:24 – How Lily thinks about Google announcements and GEO advice 06:30 – Does LLMs.txt actually matter? 09:47 – What E-E-A-T really is (and isn't) 12:34 – How closely to follow the Search Quality Rater Guidelines 15:14 – The riskiest tactics people are doing right now 18:57 – Fake experts, fake personas, and the listicle problem 22:00 – Is there a silver bullet for AI search visibility? 25:21 – Is digital PR heading for a Penguin-style crackdown? 28:39 – How to build lasting AI visibility the right way 36:42 – Where to find Lily Find Lily: LinkedIn:   / lily-ray-44755615   Substack: https://lilyraynyc.substack.com/ Links mentioned: Google Search Quality Rater Guidelines: https://services.google.com/fh/files/... ListIQ: www.buzzstream.com/listiq/