E816: How brands show up inside AI search - what still works, what’s dead, and how to play the long game without getting sucked into spammy tactics.

Malte Landwehr joins the podcast and we cover real-world experiments, why 50-posts-a-day AI content “works”…until it doesn’t, and how different models (ChatGPT, Perplexity, Gemini, Grok) favor different sources.

We also bust myths around Schema/EEAT and LLM.txt, talk Cloudflare vs AI crawlers, and outline the 20% moves that get 80% of results.

What you’ll learn:
- How (and when) LLMs can be manipulated - and why it’s fragile
- Short-term content spam vs sustainable brand/authority building
- Model biases: Reddit/YouTube/editorial sources and “fan-out” queries
- Transactional SEO in an AI world (and why it still converts)
- The truth about Schema, EEAT, and LLM.txt (correlation ≠ causation)
- Cloudflare’s AI crawler blocking and what it means for visibility
- Practical brand signals that move the needle across AI and search

Guest:
We’re joined by Malte Landwehr, the founder of Peec AI - a tool that tracks brand visibility inside LLM answers across ChatGPT, Perplexity, Google AI Overviews, and more.

Takeaways:
- Be obsessively consistent in how you describe your brand everywhere
- Earn mentions on the sources your audience (and the models) already trust
- Prioritize durable, transactional pages; let info content support authority
- Use model “fan-out” behavior to inform content angles and titles

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⭐️ Malte Landwehr on 𝕏 - https://x.com/MalteLandwehr
⭐️ Malte Landwehr on LinkedIn - https://www.linkedin.com/in/landwehr/
⭐️ Peec AI - https://peec.ai/

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Introduction to Spammy SEO Techniques
00:55 Short-Term Gains vs. Long-Term Strategies
04:34 AI Tools and Content Strategies
10:13 Understanding AI and SEO Correlations
23:32 Debunking SEO Myths
40:28 Grok and Claude Artifacts in Google Search
41:18 Key Recommendations for New Websites
43:35 Cloudflare's AI Crawler Block Controversy
45:38 The Future of SEO and AI Search
53:35 Transactional vs Informational SEO
01:13:57 Building Authority and Trust in SEO
01:16:52 Conclusion and Final Thoughts

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#generativeengineoptimization #searchengineoptimization #seotips #llmstxt