Evolving with the ever-changing search engines
With the rise of AI search tools, it’s important to make sure your business is showing up in the search snippets and in the LLMs.
But where are they pulling information from, what are people searching, and how can we make a successful SEO strategy for 2026?
Today we have Elizaveta, the Head of Marketing at Serpzilla, to help answer these questions and more.
Tune in to learn:
- Why we want to show up in AI search summaries
- How to become the kind of brand that AI search summaries recommend
- How far AI search has expanded since it began
- Where AI models like ChatGPT, Gemini, Claude, and Perplexity are sourcing their data from
- Why AI results love FAQ pages, How-To’s, step-by-step guides and expert commentary
- Why proving your content is structured, practical, original, and socially validated to LLMs is important
- Backlinks – variety beats volume: Why it’s better to have one link from 10 different sites over a hundred links from the same site.
- How Serpzilla can help strategically place content on sites that AI already tends to quote or source from
- How to get started with the three most important components for your AI SEO strategy
- Elizaveta’s top advice for having a solid AI SEO strategy
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About Elizaveta Shutova
A London business school graduate with a Master’s in International Marketing, she brings both strategic insight and creative flair to everything she does. She’s passionate about growth strategy, neuromarketing, and SEO, and is always curious about what makes people click.
At Semrush, she grew organic traffic sixfold in a year, and one of her articles ranked in the top 3 out of 3,500 on the Semrush blog.
Fun fact: Elizaveta was just two handshakes away from Queen Elizabeth II, which is proof that the world of connections can be surprisingly royal.
Transcript
Kate Toon: With the rise of AI search tools, it’s important to make sure your business is showing up in the search snippets and in the LLMs. But where are they pulling their information from, What are people searching and how can we make a successful SEO strategy for 2026? Today we are super excited to have Elizaveta, the head of marketing at Serpzilla, on the show to help answer these questions and more.
My name is Kate Toon and I’m the head chef at the recipe for SEO Success and Online Teaching Hub for all things related to search engine optimization and digital marketing. And today I’m talking to Elizaveta Shutova. Hi.
Elizaveta Shutova: Hi.
Kate Toon: And I just found out that Elizaveta is from Siberia, which I’m super excited about. But anyway, let me tell you all about Elizaveta.
She is the head of marketing at Serpzilla and formally led performance marketing for a key toolkit at SEMrush. With 10 plus years in B2B, she helps international brands boost their visibility and turn traffic into real sales results. A London Business School graduate with a Master’s in international marketing, she brings both strategic insight and creative flares to everything she does. She’s passionate about growth strategy, neuro marketing. I dunno what that is so I’m gonna ask her about that. And SEO and is always curious about what makes people click. At SEM Rush. She grew organic traffic sixfold a year, and one of her articles ranked in the top three out of 3,500 on the SEMrush Blog.
Fun fact, Elizaveta was just two handshakes away from Queen Elizabeth the second, which is proof that the world of connections can be surprisingly royal. What do you mean? You’re related to the royal family?
Elizaveta Shutova: Almost. Almost.
Kate Toon: What do you mean? How come?
Elizaveta Shutova: Yeah. I just knew a guy, who you knew a guy who knew Queen Elizabeth II.
Kate Toon: There you go. I like to call that six degrees of separation, six degrees of Kevin Bacon. There is a thing where all of us are connected to the actor Kevin Bacon in six steps. So you are three steps away from Elizabeth, and we’re all six steps away from Kevin Bacon. But honestly, listening to your bio, I feel embarrassed to be alive.
Like the things you’ve achieved, like why am I hosting this podcast? This should be your podcast, Elizaveta is so impressive. Love a woman in SEO. Really excited to have you on the show. And as you know, over the last few months we’ve been talking a lot more about AI SEO or GEO, or whatever you wanna call it.
There’s lots of arguments on LinkedIn about that, but let’s dig in today with your perspective as the head of marketing at one of the major tools, Serpzilla. For anyone who might not know, can you briefly explain why we want to even turn up in our AI search summaries like Chat GPT, Claude, Gemini and Google’s AI summaries as well, why?
Elizaveta Shutova: Yeah. So if we zoom out, 2025 is really the year we stopped talking about 10 blue links. So search has evolved into an ecosystem, where AI clearly influences how people discover the information. And we have already seen the results in search metrics. So just think about it. We have gone from ChatGPT’s launch in late 2022, and now it has 800 million weekly active users in 2025. So it became the fastest growing app in history, and also Google AI overviews have gone from 1% of queries to showing up in more than 23% of US searches by now. So it’s really huge. So we can really safely say that AI search is now then, you know. And you know, it actually reminds me of Schopenhauer’s idea that truth goes through three stages.
So firstly, it is ridicule, opposition, and acceptance. And while SEO and AI, I think, are in the first stage right now. So people who work in SEO marketing and realizing that instead of just aiming for ranking, you now have to aim for ranking and visibility. So you can rank number one and still lose clicks because AI results are taking over and over.
And I feel like this is the right question to ask today, how often does AI cite your brand? And so SEO in 2025 is about earning trust from AI systems, showing up as the source they quote. So to do that, I tell brands need strong presence, technical, SEO, authoritative backlinks and content that actually adds new information instead of repeating of what’s already out there.
So it all boils down I feel like, to becoming the kind of brand AI trust to give the right answer.
Kate Toon: I love that. So many things I wanna ask you about. So a few things you said there, I loved, can you repeat the shop and what was it, Schopenheimer quote? Ridicule…What did, what was it? Ridicule?
Elizaveta Shutova: Yeah. So ridicule, opposition, and acceptance. So Schopenhauer is the 19th century philosophy, and I feel like his idea and the model is still relevant.
Kate Toon: I love that reference, right. And I think we see that with all the SEO experts, people saying, yeah, SEO isn’t a thing, and now it is a thing. And then they’re arguing and then at some point we have to go, it’s a thing. Okay. It’s a thing.
Elizaveta Shutova: Mm-hmm.
Kate Toon: But also what I like there is we don’t necessarily, a lot of the people I see talking about AI SEO are talking about how to get your content to show up in the snippets. I don’t necessarily want that. I don’t wanna show up. I want to be recommended.
Elizaveta Shutova: Mm-hmm.
Kate Toon: And sourced. So if someone types in, Best SEO educator in Australia, that’s when I show up. And I also love what you talked about, about newness and difference, like the example I’ve used and I had Jono Alderson, who you probably know, he’s a great speaker and we use the example of how to boil an egg. And I’ve used it again and again, Google and all the LLMS know enough about how to boil an egg.
Elizaveta Shutova: Mm-hmm.
Kate Toon: They don’t need a new, there’s no point in publishing a blog on that unless you are. Professor Egg at the Moscow University of Egg.
Elizaveta Shutova: Yeah.
Kate Toon: Or you’ve invented, your Elon Musk and you’ve invented a laser egg boiler. There is no one needs to publish a content about that. Now, you mentioned 23% of the search results are now showing an AI snippet. Do you think that’s more informational searches or transactional searches? Do you think it’s more informational?
Elizaveta Shutova: I think both. So from what I’ve seen in Serpzilla, so we also like, organic traffic is the number one source for us. So what we have seen, the rise for informational, both and for commercial queries.
Kate Toon: Okay. Okay. Interesting. So listen, let’s talk about where they are putting their results from. So ChatGPT, Gemini, Claude Perplexity.
Elizaveta Shutova: Mm-hmm.
Kate Toon: Where are they getting their data from?
Elizaveta Shutova: I feel like AI doesn’t really care about page one the way Google used to. Actually, Google is only in the fourth place among the top sources LLMS rely on. So today’s models behave more like a curious intern. So they read everything, literally. So top ranking pages, niche blogs, help centers, Q&As, Reddit threads.
Kate Toon: Reddit, Reddit. I love a bit of Reddit.
Elizaveta Shutova: Yeah. Yes. Literally. YouTube transcripts, I think even long forgotten blog posts from 2017. You know, if they happen to answer the question well, so, and the data proves it, so according to SEMrush data, Reddit is the number one source with all the 40% of all citations.
Kate Toon: Wow.
Elizaveta Shutova: Yeah. And Wikipedia, YouTube and Google itself follow with roughly 23 to 26% of all citations. And then come Yelp, Facebook and Amazon, platforms that were never traditional SEO priorities. But this is what we have right now.
So I feel what I really love are four things. So clear structure. FAQs, how to definitions, step by step guides. Secondly, strong authority. So sites with credible backlinks and consistent expertise all and all the time. Unique insights of first page, first party data, original examples, expert commentary and strong brand presence.
So if you, ask an AI, what’s the best video game in 2025, it’ll probably name Triple A Games, an Award-winning in this, everyone knows. And an unknown game who’s creators invested heavily in SEO, I feel like they won’t.
Kate Toon: Oh, this is so interesting. I’m just gonna stop you there because you keep saying-
Elizaveta Shutova: Yeah.
Kate Toon: You say so much and I wanna. So the sources I think are so interesting and I love that like, AI has evened the playing ground. So, you know, Google, it has the people that it likes, right? And LLMs, as you said, I love the point about like, it’s like an intern reading some article from 2017, which isn’t that relevant in my life, but it is a long time ago. I love that. So, you know, and maybe it’s finally time that I make a Reddit account. Is that what you’re telling me, EIizaveta? I don’t want to.
Elizaveta Shutova: Yes.
Kate Toon: Oh god no, no. But I love the fact that you’re saying it’s a bit more egalitarian. It is using multiple sources, right?
Elizaveta Shutova: Yes. Yes. This is the thing.
Kate Toon: Yeah, this is the thing. Okay. And then you went on to talk about how, you know, that SEO, it sounds a little bit like everything we’ve done previously in SEO is now playing into this, so it’s our previous authority. It’s the articles we’ve written. There’s no magic sprinkle source we can do today.
Elizaveta Shutova: Yeah.
Kate Toon: It is based on what we’ve done over the last X years, right?
Elizaveta Shutova: Yes. Yes, I think so. So basically, what I recommend is keep doing what you did for regular SEO and give AI something fresh, unique, trustworthy to grab onto and it will happily pull you into its answers.
Kate Toon: Yeah. And you mentioned as well there authoritative links, citations, but what I loved is you also mentioned new insights and data.
Elizaveta Shutova: Mm-hmm.
Kate Toon: So, this is, it is an egg thing again, right? Like if you’ve got a new perspective, if you’ve got source data and statistics, I find that LLMs love stats, they love a percentage, they love qualifiable, quotable data that is defined, and as you said there, the sources are becoming more broad in the early days, I remember when ChatGPT first came out, if you asked anything medical, the only source it cited was the World Health Organization that was all it had, but now it’s expanded massively, hasn’t it?
Elizaveta Shutova: Yes, yes.
Kate Toon: Really great. Alright, so what kinds of content do you see showing up most in AI generated answers? Like what should we be putting on our websites to get ourselves cited and recommended?
Elizaveta Shutova: Yes. I feel like AI has favourite content types, and they’re pretty predictable, as we have discussed before. So first FAQs, AI loves anything with a clear q and a format because it maps perfectly to how people ask questions.
Kate Toon: I love that. I’m gonna stop you there. I think that is-
Elizaveta Shutova: Yeah.
Kate Toon: -a key thing because we need some, if someone’s asked a question, say, you know, back in the olden days I’ve been doing this podcast for a hundred years, you know, you’d be like, best Pizza Sydney. Whereas now you’re like, what’s the best pizza restaurant that has great mozzarella and feels like Italy? That’s how, and so if you reflect that back in your answer, that’s the way it goes. So, okay. FAQ’s, a number one concept. What next?
Elizaveta Shutova: Yes. I really want to add on this point.
Kate Toon: Yeah.
Elizaveta Shutova: Because also the tactic that is really good for us as SEO specialists is to target long tail keywords, because what you have described, it ideally matches with long tail keyword, and I think this is like really nice strategy to try on. And as for other formats, I think how-tos and, step-by-steps are also really relevant. So if your content explains some things in a clean, structured way, AI will happily pull it into an answer. And, thirdly, expert commentary. So short, sweet, straight to the point insights, also unique data points and real examples, so from experience and real life. And AI also gives you extra credit if the expert is a known name with social proof. So I think that’s it. And finally, UGC content with strong signals. So as we have discussed, the same Reddit threads, YouTube transcripts, medium quora, even niche blogs. So if real people discuss it, AI pays attention.
So to sum it up, I think the winning formula is structured, practical, original, and socially validated. So if your content does those things, AI will treat it like premium source material.
Kate Toon: Love it. So UGC, just for everyone listening means user generated content. So what we really want, Jeff Bezos always said, your brand is what people say about you when you’re not in the room.
You know these AIs and these LLMs are looking at what’s happening in forums, talking about your brand. So someone somewhere is talking about.Serpzilla, and we hope they’re talking about it in a positive way.
Elizaveta Shutova: Yes.
Kate Toon: What an amazing tool. It’s so useful. The support is amazing. It’s super affordable. So that when someone goes to an LLM and says, ‘what is a great SEO tool? I need this to be affordable and I need the support to be good’, you are recommended number one. So I love that.
But you’ve mentioned a few times as well, this kind of snackable content. It’s bite-sized, digestible chunks. I think humans want that too. We’ve always wanted that. We don’t wanna be confronted with a wall of content, just a blob of copy.
Elizaveta Shutova: Yes.
Kate Toon: What we want is little subheaders and bullet points and bite-sized chunks. And this is why I think, when I think about AI still, yes, it is a new discipline, but it’s everything that we should have been doing for years. Cited content, helpful content, data-driven, you know, authoritative sources, good citations, snackable, readable. Oh, yeah. So it’s the same but different. Let’s talk about backlinks.
So obviously, you know, when we talk about ai, we often talk about citations. So mentions of you next to who you are and what you do. a lot of people are saying that backlinks don’t matter anymore with AI SEO. What do you think Elizaveta?
Elizaveta Shutova: So I think that backlinks absolutely still matter in AI search maybe even more than before. So I will explain why. I have met Kevin Indig at Spotlight.
Kate Toon: Oh, he is a good dude. I was on his podcast.
Elizaveta Shutova: Yeah.
Kate Toon: He’s a very clever dude. He’s far too clever for his own good.
Elizaveta Shutova: Yeah. Yeah. So, I’ve seen him and I’ve met him at Spotlight, that was as the SEMrush conference in Amsterdam. And so he told me about his new research.
So Kevin Indig’s research gives us one of the clearest explanations. So after analysing 30,000, backlinks across 1000 sites. So he found that AI doesn’t really reward small incremental authority gains. So you basically need to cross a certain trust threshold before AI even start noticing you.
So think of it like a video game. So before you reach level 10, the boss doesn’t even appear. So same here.
Kate Toon: I love that.
Elizaveta Shutova: So below authority level, you are invisible. Cross it and suddenly AI systems start pulling you into the answers. And I want to share a few patterns that I have seen. So firstly, variety beats volume.
So one link from 10 different sites is better than a hundred from, from the same one. So AI wants a natural diverse footprint, not repetition and repetition. So I feel like it’s just like cooking. So different ingredient, different sauces, richer flavour. So, and this is exactly what we can consistently see at Serpzilla.
So brands with a diverse natural backlink profile keep performing through every major Google update. And we have seen them a lot this year. April update Google Vera. A lot of things that was going on in this year, but still, if you have natural backlink profile, you will stand.
Kate Toon: I love that. And you know, this is what I mean. I’ve been in this game for a very, very long time. You know, I’m an old lady and I remember when Matt Cutts was the head of Google, and the first thing he said was, we want a natural backlink profile, right?
Elizaveta Shutova: Yes. Yeah.
Kate Toon: So the more SEO changes, the more it stays the same. The things that always work, still work. And a lot of the gamification of SEO, you know, that’s what the algorithm is trying to cut out and ruin. So if you stick to the core principle, it works. I love this. So let’s get to the cut of this. I’m a normal human. I am not an SEO. I’m not Kevin Indig. I’m not Elizaveta Shutova. I’m a bookshop owner, a dentist, an accountant, and I am trying to be recommended for what I do. What do you think are the core components of the basic AI SEO strategy in 2026?
Elizaveta Shutova: Yeah. So if I had to build an AI SEO strategy right now, I would focus on three things. So, authority, clarity, and originality. So first, strong technical foundations.
Kate Toon: Sorry. If you could see the video, you would see me just doing like, yay. I love what she’s saying. I’m waving my hands around. I’m so excited. Carry on. Elizaveta, I wish you could see the video, but I’m just like, yes, everything she’s saying is so true. Carry on. I’ll shut up.
Elizaveta Shutova: Yeah. So firstly, strong technical foundation. I understand that it is not the fun part. So it is like cleaning your kitchen before cooking. Yes. You have, to do it. No way. So if your site is slow, messy, it is hard to crawl, AI models won’t touch it. No. but if you have the strong foundation, we will go to the next spot. So second, real authority signals. So not more links, but better links. Diverse, relevant, trustworthy sources. That’s what helps. You cross the authority threshold where AI actually starts citing you. Thirdly, content with original insight. we have discussed it, but still AI hates copy paste content. It wants first data. Real examples, opinions, stories, topics real people discuss. So if we talk about, what, what example did you have?
Kate Toon: My egg, my boiled egg.
Elizaveta Shutova: Yeah. So we need some really extraordinary new research on boiling eggs. And, finally, so make your content structured and machine friendly. So FAQs, how-tos definition tables, AI loves clear formats. And last but not least, distributed across UGC platforms like Reddit, Quora and medium.
So that’s basically the AI ready startup pack. So you need, clean site, strong authority, original insights, clear structured and on the right platforms like Reddit, Quora, and Medium.
Kate Toon: Okay. One of the things I’ve loved, you said, I just made a note authority threshold. I love that, that there is a tipping point and I think we notice this in personal branding and in marketing in general.
Like you’ve never heard of someone and then you suddenly hear of them and they are everywhere and you can’t escape them.
Elizaveta Shutova: Yes.
Kate Toon: I love that. Alright, so let’s talk about Serpzilla. For people who don’t know what Serpzilla is and they’ve heard of some of the bigger players, we just heard the SEMrush just got bought by Adobe. It’s a good sign, SEO is not dead. If someone’s gonna pay $2 billion or something for a company, we’re alright. So tell us all about Serpzilla. Why should we be excited about Serpzilla?
Elizaveta Shutova: So Serpzilla is a link building platform where you can actually buy backlinks and, platforms, like Serpzilla help you to find the websites where you can buy links.
So ChatGPT, and other LLMs still put a lot of their signals from the top 10 Google results, and you need backlinks. Backlinks are the ranking factor. So in order to be in the top 10 you need it. So Ahrefs actually found, that about 60, 76, so sorry, percent of AI overview citations come from pages already ranking in the top 10. So strengthening your backlink profile directly increases your chances of being quoted by AI. And with Serpzilla, building that authority becomes much faster and much easier compared to manual outreach because you need to write, you need to discuss with the web master, you need to wait, and in Serpzilla you can do that in five minutes.
So find the website, for example, with high domain authority or authority score if we are talking, about SEMrush because they have their own metric. And, we have more than 40 metrics and, it’s really easy to find the topic, niche, language, so filtered by different metrics like domain authority and also even quantum types.
So you can, for example, choose niche, edits, guest posts, and, so you are not just buying links, you are placing your brand inside the sources AI models already trust. And that’s the whole game right now. So get cited by the sites that get cited by AI.
Kate Toon: I love it. I love it. Sounds great. But okay, so I’ve got be old school here that I’m, you know, I’m representing my audience. I thought buying links was bad. I thought we weren’t supposed to do it. Are we all right to do that, Elizaveta? I thought that was bad, okay.
Elizaveta Shutova: Yes, I understand that. there is prejudice maybe on the market, but still, you know, according to the statistics, because also Ahrefs did a study about buying backlinks and, you know, 90% of the audience of SEO experts say that they buy backlinks.
Kate Toon: Yeah.
Elizaveta Shutova: So, some experts can be on the safe side and not mention that they are buying backlinks, but still they’re doing that.
Kate Toon: I know, and I think this is so true. There is what we’re supposed to do. And what actually happens, right? So even if you’re doing digital PR, right, and you are paying a PR person and they are approaching a magazine and you are getting a link, you are in a way, you are paying for a backlink if you are buying a directory, listing on a, you are paying for a backlink. It’s a blurred line about paying for backlinks.
Elizaveta Shutova: Yes.
Kate Toon: So to give you an example again. I always like an example, I’m a little bookshop. If you dunno, Elizaveta. So I own a little bookshop, so I always like to bring it back to myself.
Elizaveta Shutova: Aw, so cute.
Kate Toon: I know. Yeah, it’s, it’s cute. You should come one day, we’ll bring you over from Siberia. I own a little bookshop. I’m gonna use Serpzilla. Talk me through the first few steps. What do I do? Do I sign up? I don’t know anything about SEO. How do I use Serpzilla if I have no idea?
Elizaveta Shutova: Mm-hmm. Yeah. So firstly we start with objective. So what you would like to achieve. So for example, you have some keywords that you want to target. For example-
Kate Toon: Location keywords.
Elizaveta Shutova: Yeah, location, things like this. So for example, some commercial keywords. And also you need to understand which pages you will promote. So for example, you have a new book that you want to sell and you have a special page for it. For example, Harry Potter, the seventh-
Kate Toon: Oh, we don’t do Harry Potter no more. J.K. Rowling’s out. Say, Lord of the Rings. Yeah, Lord of the rings.
Elizaveta Shutova: Yeah. Lord of the rings, for example. And after, for example, you go to the, our marketplace. So you register and you want to find out which backlinks do you want to earn. So we have a manual mode where you can see the websites and filter them by yourself, or you can use the backlink strategy.
So this is our new functionality. So we partner with SEMrush and we pull the data directly from SEMrush to see your competitors and their data. So we will see, for example, that there are a few competitors that you want to outrank in Google, and we will see how many backlinks do they have and which one.
So for example, you need 10 backlinks from the domains with DR over 40, you need five backlinks with Domain Rating over 20. So we will get you there and after you will go to our marketplace and for example, choose the topic because we have, also an AI system inside our tool that matches perfectly the topic of your website, for example, book, with the domains that are telling about books or maybe, it is a press that, are speaking about books and you can find this website, push just by this and this is it. So you don’t need to do anything.
Kate Toon: Okay. We’ll, Elizaveta and I gonna be chatting after the show because I’m wondering do you have any kind of free trial, test the program, anything that people who aren’t quite sure can use before they take the plunge?
Elizaveta Shutova: We have a free access to our marketplace.
Kate Toon: Oh, amazing.
Elizaveta Shutova: Yeah. So compared for example, to our competitors, they are hiding which website will you buy? So, they’re selling packages, but you can’t see which website.
But in our marketplace, you can freely see the database and choose the websites. And also we have guarantees. So, we have, for example, if you buy backlinks by yourself, you don’t really know what is going on after, so will they remove backlinks or not? And we have a special guarantee that helps you to track.
Kate Toon: Oh my gosh. I’m so excited by this. And also, Elizaveta, I love how inclusive and community focused you are. You’ve mentioned SEMrush, you mentioned Ahrefs, like. You know, I love this. I’m very excited. We are gonna talk about this. I would love to be able to arrange some kind of special little access thing for any listener to the show.
But if you go to the show nudes, show notes for this show will include links to Serpzilla’s trial. We’ve got some demos that we can show you as well. Super exciting, Elizaveta, I’ve loved having you on a show. Amazing. Thank you for explaining. I’m so excited, and I think you’ve done such a good job of reinforcing what is important with AI SO.
And you’ve coined a new phrase, what was it? Authority threshold. I love that, man.
Elizaveta Shutova: Yes.
Kate Toon: That’s yours. That’s yours. You’ve got that. Elizaveta, thank you so much for being on the show. Super appreciate it. Let me do my little outro. So that’s the end of this week’s show. If you have questions about SEO AI search or Serpzilla, hop into the I LOVE SEO group on Facebook, we have over 14,000 members, and we are happy to help you. I’m gonna make Elizaveta join it as well. I also wanted to let you know about our AI SEO workshops that are coming up in January. If you wanna get to grips with AI SEO, you’re a little bit frightened, we have some great 60 minute workshops that will help you understand this whole world and get started.
We have a little testimonial from Karen Phillips. She says, ‘Love SEO! This is one of my favourite podcasts. I love Kate’s humorous, relatable approach, and I always get actionable info I can implement.’ Thank you, Karen Phillips. Thank you, Elizaveta, and thank you for listening. If you like the show, don’t forget to leave a five-star rating and review on iTunes, Spotify, or wherever you heard the podcast.
Your review will help others find the show and learn more about the lovely world of search engine optimisation and AI. My teeth need to be put up. I’m tired. Gosh. Anyway, if you do leave a review, you’ll get a shout out. Also, don’t forget to check the show notes for this episode where you’ll find links, to Serpzilla, and also more information about the show.
Until next time, happy SEOing
