VertoDigital

Set up and scaled the SEO, Content service & AI Search offering in the agency.

Partner, Head of SEO

Set up and scaled the SEO & Content service in the agency.

SEO Service Lead

American University in Bulgaria

Guest Lecturer

Adjunct Professor of Marketing

Telerik Academy

Telerik

Search Marketing Manager

Sofia University

Lecturer in Search Engine Optimization (SEO) & Social Media for Master Degree classes

Lecturer

.net magazine

Columnist at the Bulgarian edition of .net magazine covering all trends and tricks in Search marketing.

Columnist

The Mags

Founded the Digital marketing/SEO and Google Ads teams in the agency.

Search Marketing Consultant

Dotmedia

Worked on adopting one of the agency's main products the ecommerce CMS magazin-online.net for SEO

SEO Specialist

The Taxback Group

Founded the SEO and Google Ads teams in the company.

SEO Team Leader & Website Co-Ordinator

Taxback.com

Customer Service Representative

Helping tech companies with SEO & content.

I help businesses drive organic growth through strategic content and SEO. 

With 20 years in the tech industry, I've helped them scale in visibility, leads, and revenue. 

This experience fuels my lectures at universities, workshops and industry events, where I enjoy empowering others.  

When not strategizing, you'll find me enjoying live music, comedy shows, or exploring the local food scene with friends.

Trying to catch up with all that happened in SEO/AI Search in the last week and all feels really 🍌🍌🍌

Here are the most critical developments and what they mean for a B2B strategy:

𝟭. 𝗩𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 𝗶𝘀 𝗳𝗿𝗮𝗴𝗺𝗲𝗻𝘁𝗶𝗻𝗴, 𝗮𝗸𝗮 𝗖𝗵𝗮𝘁𝗚𝗣𝗧 𝗶𝘀 𝗽𝘂𝗹𝗹𝗶𝗻𝗴 𝗳𝗿𝗼𝗺 𝗕𝗶𝗻𝗴 𝗱𝗮𝘁𝗮

The model for calculating visibility is now split. Recent data confirms that platforms like ChatGPT pull heavily from Bing (Microsoft is a major partner, so no real surprises there), long-tail results, and zero-volume queries that aren't visible in traditional Google rank trackers. 

If you are only measuring visibility based on Google's index, you are operating with a significant blind spot regarding how AI models "see" your brand. 

You should have a Google + Bing strategy.

𝟮. 𝗨𝘀𝗲𝗿-𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 (𝗨𝗚𝗖) 𝗶𝘀 𝗻𝗼𝘄 𝘁𝗵𝗲 𝘀𝗼𝘂𝗿𝗰𝗲 𝗼𝗳 𝗰𝗿𝗲𝗱𝗶𝗯𝗶𝗹𝗶𝘁𝘆 

AI models place increasing trust in community platforms - G2 reviews, Reddit threads , Slack discussions, and niche forums. 

This represents a flip in the buyer journey - your community and peer-to-peer reputation now directly influence your AI visibility footprint. 

Mentions are truly the new backlinks.

𝟯. 𝗕𝗿𝗮𝗻𝗱 𝗮𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 𝗻𝗼𝘄 𝗱𝗲𝗳𝗶𝗻𝗲𝘀 𝗔𝗜 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆

Iconic, trusted brands are cited more frequently by AI, regardless of their position in the traditional top-3 search rankings. 

For B2B tech, this means investing in category design, unique Points of View (POV) content, and subject-matter expertise is essential. This isn't a "nice-to-have"; it's how you signal authority to the models.

𝟰. 𝗟𝗼𝘄-𝗲𝗳𝗳𝗼𝗿𝘁 𝗦𝗘𝗢 𝗶𝘀 𝗼𝗻 𝘁𝗵𝗲 𝘄𝗮𝘆 𝗼𝘂𝘁

LLMs are becoming increasingly effective at identifying and ignoring content that lacks original insight, detects content manipulation, and over-engineered SEO templates. Teams focused on leveraging genuine subject-matter experts, strong product narratives, and real use cases will be rewarded with citations and visibility.

I hope that helped.

Lily Grozeva

Helping brands survive and thrive in the AI Search shift.

Tim Suolo, Ryan Law, and the Ahrefs team just dropped the most data-dense study yet on how LLMs actually 𝘴𝘦𝘦 brands. 

The short version: everything we thought we knew about visibility is fragmenting fast.

There are now 𝘁𝘄𝗼 𝗶𝗻𝘁𝗲𝗿𝗻𝗲𝘁𝘀 your brand lives in: 

1️⃣ The 𝗶𝗻𝗱𝗲𝘅𝗲𝗱 𝘄𝗲𝗯, where Google still decides who gets the click. 
2️⃣ The 𝗔𝗜 𝘄𝗲𝗯, where LLMs decide 𝘸𝘩𝘰 𝘨𝘦𝘵𝘴 𝘳𝘦𝘮𝘦𝘮𝘣𝘦𝘳𝘦𝘥.

Here’s what the data shows:

• Mentions are the new backlinks. If your brand isn’t 𝘵𝘢𝘭𝘬𝘦𝘥 𝘢𝘣𝘰𝘶𝘵 on review sites like G2, Capterra, Reddit, YouTube transcripts, or niche forums, you’re invisible to models.
  
• Freshness and entity richness matter more than technical trickery (similar to SEO, but many don't like the sound of it). 
  Clear writing, strong topical depth, and declarative structure help AI systems “understand” you.
  
• LLMs send traffic to 𝗰𝗼𝗿𝗲 𝗽𝗮𝗴𝗲𝘀, 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗣𝗗𝗙𝘀, 𝗱𝗼𝗰𝘀, and 𝘃𝗶𝗱𝗲𝗼𝘀 far more often than Google does. Your “help center” might secretly be your new growth engine. Take 'new' with a huge grain of salt, because this was Google's preference as well, apparently less so. 
  
• Fan-out queries mean LLMs don’t just search your keyword, they search 𝘵𝘸𝘦𝘯𝘵𝘺 𝘷𝘢𝘳𝘪𝘢𝘵𝘪𝘰𝘯𝘴 𝘰𝘧 𝘪𝘵. That means new entry points for differentiated voices, not just optimized clones.
  
• And no, ChatGPT isn’t stealing your traffic. 𝗚𝗼𝗼𝗴𝗹𝗲’𝘀 𝗔𝗜 𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝗮𝗿𝗲.

For B2B brands, this means your 𝗺𝘂𝗹𝘁𝗶-𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 strategy has to evolve. 

SEO alone isn’t enough. 

PR alone isn’t enough. 

You need to engineer brand presence across citations, conversations, and communities outside of your website.

That means:

• Building out mention graphs across Reddit, G2, StackOverflow, industry blogs, podcasts, and video. 
  
• Treating every product update, research piece, and doc as an entity worth indexing and citing.
  
• Monitoring entity gaps, and where your competitors are co-mentioned and closing those loops relentlessly.
  
Finally, none of these requirements for brands are new. Building a brand, getting mentioned, linked, endorsed by peers, and talked about where real conversations happen, that’s not new. Writing meaningful, fact-driven, data-anchored content isn’t new either.

Building a brand as the foundation for dominating organic visibility has been the game for nearly 20 years. 

The hype around AI and AI Search just cast a harsher light on what’s been true all along: search is a mature market.

Gone are the days when you could buy a domain, grab a few links, and spin automated content to land at the top of Google. 

AI Search simply forced everyone to face the obvious, from here on, only real company shit (RCS) actually works. 

Start building that brand.

Link to Ahrefs research and insights in comments.

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