I’m thrilled to sit down with Milena Traikovich, a powerhouse in the world of Demand Generation and a leading expert at Growing Search. With her deep expertise in analytics, performance optimization, and lead generation, Milena has been instrumental in helping brands navigate the evolving landscape of AI-driven SEO. Today, we’ll dive into how AI is reshaping search, the unique challenges it presents for brand visibility, and the innovative strategies and tools that are making a real difference for businesses aiming to stand out.
How has the rise of AI Overviews changed the game for brands trying to capture attention in search results?
AI Overviews have completely transformed how brands are discovered online. These summaries, which pop up in nearly half of all searches now, sit at the top of the results page, often before traditional listings or ads. That prime real estate grabs user attention right away, making it a critical spot for visibility. When a brand is featured there, it’s not just about being seen—it’s about being perceived as an authority. Users tend to trust these AI-generated answers, so getting cited or mentioned can significantly boost a brand’s credibility and drive engagement.
What sets AI search optimization apart from the traditional SEO strategies we’ve relied on for years?
The core difference lies in how AI systems process and prioritize content. Unlike traditional search engines that leaned heavily on keyword density and backlinks, AI search—like what powers ChatGPT or Perplexity—focuses on context, intent, and semantic precision. It’s looking for content that truly answers a user’s query with depth and authority, not just matches a string of words. Old tactics like keyword stuffing are pretty much obsolete now. Instead, it’s about creating content that demonstrates expertise and aligns with the nuanced way people ask questions today.
Can you paint a picture of what ‘context-aware’ content looks like when optimizing for AI search engines?
Absolutely. Context-aware content goes beyond surface-level keywords to address the full scope of a user’s intent. For example, if someone searches ‘best running shoes for beginners,’ AI isn’t just looking for a list with that phrase. It wants content that explains why certain shoes are ideal for new runners, considers factors like cushioning or price, and maybe even ties in expert reviews or personal experiences. It’s about anticipating related questions and providing a holistic answer that feels trustworthy and relevant to the AI’s interpretation of the query.
How does Growing Search carve out a unique space in helping brands tackle AI-driven SEO challenges?
At Growing Search, we’ve built our approach around a deep focus on both traditional and AI-powered search, with everything handled in-house. This isn’t just about control—it’s about speed and precision. By managing audits, content strategy, and tracking ourselves, we can pivot quickly when AI algorithms shift or when we spot an opportunity for a client. Our clients benefit from this direct oversight because there’s no lag waiting for third-party updates, and we ensure their data stays secure while delivering tailored strategies that align with the latest search trends.
Let’s dive into your proprietary tools, StakeView and BrandLens. How do they empower brands to stay ahead in this new search landscape?
StakeView and BrandLens are game-changers for real-time insights. StakeView gives brands a clear view of their organic market share, not just in classic search engines but also in AI answer engines. It helps them see where they stand against competitors and spot shifts instantly. BrandLens, on the other hand, zooms in on how a brand is being talked about in AI summaries—tracking both the frequency of mentions and the sentiment, whether it’s positive, neutral, or negative. Together, these tools allow brands to make informed decisions fast, whether it’s capitalizing on a positive mention or addressing a reputational hiccup.
Why do citations and sentiment carry so much weight in AI search results compared to traditional metrics?
Citations and sentiment are huge because AI search engines use them as proxies for trust and authority. When a brand is cited in an AI summary, it’s like getting a public endorsement—users see it as a stamp of credibility, even if they don’t click through to the source. Sentiment matters just as much because AI models are increasingly tuned to detect tone. If a brand is mentioned positively, it’s more likely to be featured prominently. But a negative or even neutral tone can drag down visibility or harm perception, so monitoring and managing that narrative is critical in this space.
Can you share a memorable success story where your approach made a tangible difference for a brand’s presence in AI search?
I’d love to. We worked with a mid-sized e-commerce brand that was struggling to get noticed in AI Overviews for their niche products. Using StakeView, we identified gaps in their market share within AI answer engines and saw competitors creeping into those summaries. With BrandLens, we noticed their mentions were mostly neutral, lacking the authority signals AI prioritizes. We revamped their content to emphasize expertise—think detailed guides and customer stories—and within six months, their mentions in AI Overviews jumped by over 30%. That translated to a noticeable uptick in inquiries and trust from their audience.
What’s your forecast for the future of AI-driven search and its impact on brand strategies over the next few years?
I believe AI-driven search will only grow in dominance, likely appearing in even more queries as systems get smarter and more integrated into daily user behavior. For brands, this means an even greater need to focus on authority, context, and real-time reputation management. We’ll see AI models dig deeper into user intent, prioritizing hyper-personalized and conversational content. My forecast is that brands without a handle on AI-specific optimization—especially sentiment and citations—will struggle to keep up. Those who adapt with the right tools and strategies will not only maintain visibility but also build stronger trust with audiences in this evolving digital space.
